The business community wants results - that is, a supply of appropriately trained potential employees in possession of a valuable body of knowledge. Business demand is high because key management today recognizes that without employees trained in geographic reasoning and geographic technology, the business is at a disadvantage. Businesses believe that the returns can be high with the appropriately trained employees. But the business community isn't interested in departmental and college-level turf battles. Business is not sympathetic to the institutional, financial, and related resource issues of the university.
Business just wants results.
Geography in America. Merrill Publishing Company. Harris, C., editor. Geographical Bibliography for American Libraries. National Geographic Society.