This study uses the relationship marketing theory of commitment and trust as a framework to investigate the issue of student retention in business schools. Structural equation modeling was used to examine relationships specified by Morgan and Hunt's (1994)

<p class="MsoNormal" style="text-align: justify; margin: 0in 0.5in 0pt; mso-pagination: widow-orphan;"><span style="font-family: Batang; font-size: x-small;">Strategic marketing researchers are of the view that formulating high quality strategies is sufficient for achieving high strategy success rates.<span style="mso-spacerun: yes;">&nbsp; </span>This research study investigates the effect of key organizational and managerial variables on the outcome of strategies.<span style="mso-spacerun: yes;">&nbsp; </span>In particular, the study includes, decision confidence, a hitherto neglected variable in the strategy literature, as an additional, and critical, variable that affects the success of marketing strategies.<span style="mso-spacerun: yes;">&nbsp; </span>This study attempts to establish a bridge between two main streams of literature in the strategy discipline--strategic marketing and decision making. </span></p>