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In an over-built, mature industry as is graduate management education it is increasingly important that schools find the right niche at which to target their MBA programs.  However, the literature is largely silent as to how a school might go about the process of finding the right niche for its MBA.  Using gap analysis and data from Occupational Outlook Handbook, we develop a process for identifying future employment trends as a means of identifying promising niches toward which to orient an MBA program.  This is an important exercise for those who design MBA programs, especially in light of the AACSB/International’s current focus upon continuous improvement among its member institutions.  Even if accreditation standards did not require it, the rapidly changing business climate makes continually upgrading MBA programs a necessity.

The authors surveyed physicians serving the Jackson, Mississippi home health care market. They identified problems and studied physician perceptions regarding services provided by home health care agencies, private duty nursing agencies, and durable medical equipment suppliers. Respondents perceived home health care as providing: (1) increased patient satisfaction, (2) greater patient convenience, (3) earlier discharge, and (4) lowered patient costs. They least liked: (1) lack of control and involvement in the patient caring process, (2) paperwork, (3) quality control potential, and the possibility that patient costs could increase. Two sets of implications for health care marketers are presented that involve both national and regional levels. Overall results indicate that a growing and profitable market segment exists and is being served in an effective and socially responsible manner.