Findings – The findings illustrate the application of QFD’s house of quality in international business curriculum development and best practices benchmarking.
Practical implications – The results of this study are useful to any university to revise or design new academic programs. It presents a methodology to design curriculum based on the voice of the real customer: industry, without forgetting about the expertise of academicians.
Originality/value – This study is intended to be one of the first in defining the customer as the industry, instead of just students or academic experts. The combination of all stakeholders in the curriculum design of international business will help universities make better decisions regarding international business programs.