The BBA-MBA Combination: Pierson, Gordon and Howell Revisited

Michael J. Houston, Shelby D. Hunt

    Research output: Contribution to journalArticlepeer-review

    3 Scopus citations


    Many prominent MBA programs use the undergraduate degree as a criterion for admission purposes and attach less value to candidates with undergraduate degrees in business. These programs have been influenced by two classic studies on business education: the Gordon and Howell report and the Pierson report. The authors probe the wisdom under which these programs operate and conclude that admission policies should be re-examined. To examine these issues the authors conducted two studies. In one study, 70 on-campus recruiters at a major midwestern university participated in an experiment designed to examine industry attitudes toward alternative undergraduate preparation for MBA students. A second study surveyed recruiting directors of two sets of firms: Fortune 500 companies and on-campus MBA-recruiting companies at a major midwestern university. The investigation indicates a dramatic shift in tile perceptions of tile BBA-MBA combination by employers over the last 20 years. Employers now either have a strong preference for MBAs who have an undergraduate degree in business administration, or equate them to MBAs with other undergraduate majors.

    Original languageEnglish (US)
    Pages (from-to)2-10
    Number of pages9
    JournalJournal of Marketing Education
    Issue number1
    StatePublished - Apr 1983


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