H. Sashittal, Avan R. Jassawalla, Carolina Saffie-Robertson
2026.5.13Marketing Education Review
Abstract
While the literature is rich with insights for crafting instructions to aid collaborative learning in virtual teams, there is no empirical study of the extent to which students enrolled in online MBA programs and participating in virtual teams heed instructions, nor insights into the extent of heeding exhibited by multiple generations including Generations X, Y (Millennials) and Z. This article presents preliminary findings from a study that examined the extent to which each generation heeds instruction. Findings suggest that Gen Z students and teams composed of only Gen Z students heed instructions the least. While teams without any Gen Z members seem to heed instructions the most, teams with any Gen Z student present heed instructions poorly. The findings produce plausible explanations for the reluctance of MBA students to take courses that require teamwork, why employers complain about poorly prepared graduates, and why some avoid hiring Gen Z graduates entirely. The findings hold implications for early testing of MBA program entrants and extra preparations for heeding instructions to foster collaboration in multi-generation classrooms and virtual teams.
Citation format
SASHITTAL, H.; JASSAWALLA, Avan R.; SAFFIE-ROBERTSON, Carolina. Do gen x, y, and z students engaged in virtual teams of online mba classrooms heed instructions? Preliminary evidence. Marketing Education Review, 2026: 1–7.