Where Did They Go? Market Share Trends of Business Student Enrollment at Public, Not-for-Profit, and For-Profit Institutions From 1996 to 2008

The author presents the trends in market share of business student enrollment at public, not-for-profit, and for-profit 4-year-and-above institutions from 1996 to 2008. Although each sector of the institutions has experienced growth in overall enrollments, the relative market share of public and not-for-profit institutions has dropped, whereas the market share held by for-profit institutions has increased to 20% of business students at 4-year-and-above institutions by 2008. The key player institutions in the enrollment of business students in 2008 are presented. The author gives an explanation for the shift in market share and discusses the implications and strategies for response to the changes.