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ERIC Number: EJ888528
Record Type: Journal
Publication Date: 2009
Pages: 6
Abstractor: ERIC
ISSN: ISSN-1544-0389
The Unfailing Certainty of Textbooks
Matthews, William E.
Journal of College Teaching & Learning, v6 n4 p1-6 Jul-Aug 2009
Business texts usually incorporate a number of basic models or conceptualizations. However, they are invariably presented with a degree of certainty that raises serious questions with regard to the purpose of the text and the appropriate learning objective. The focus of this paper is to look at just three widely utilized models: (1) The Boston Consulting Group Matrix; (2) Break-even Analysis; and (3) McNair's Wheel of Retailing. And then raise the question: what are/should be the learning objectives? And, by extension, how should these models be presented in the textbooks? The author concludes that the three models described in this paper have value in that they provide a basis for thinking. However, it is important for students to recognize that they do not provide answer to business situations just a method for addressing them. Their value lies in their use as a starting point and in the stimulation of discussion. And this element should be introduced either in the text itself or by the instructor. (Contains 2 notes.)
Clute Institute. P.O. Box 620760, Littleton, CO 80162. Tel: 303-904-4750; Fax: 303-978-0413; e-mail:; Web site:
Publication Type: Journal Articles; Reports - Descriptive
Education Level: Higher Education; Postsecondary Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A