Management commonly engages in a variety of research designed to provide insight into the motivation and relationships of individuals, departments, organizations, etc. This paper demonstrates how the application of concepts associated with the analysis of complex systems applied to such data sets can yield enhanced insights for managerial action.

This paper is part of a stream of research dealing with customer and market orientation within higher education, specifically within business schools holding membership in AACSB-International. A market orientation strategy leading to a customer and market-oriented organizational culture is based upon the acceptance and adoption of the marketing…