California agribusiness representatives' perceptions of the North American Free Trade Agreement with implications for globalizing academic programs in higher education

The purpose of this descriptive-survey study was to determine the influence of the North American Free Trade Agreement (NAFTA) on California agribusiness and propose implications for academic programs in higher education. Effective January 1, 1994, NAFTA created a trilateral free-trade zone between Canada, Mexico, and the United States. Data were collected from 56 agricultural industry representatives. The respondents were optimistic regarding the NAFTA's short-term impact on agriculture. They expressed concern regarding non-tariff trade barriers with Mexico. Costs for doing business in California were perceived as being above average, and costs for doing business in Mexico were more variable. The following implications for U.S. academic programs were forwarded. Programs must better prepare students for conducting international business. International business incubation, international law, environmental policy, cross-cultural negotiations, dispute resolution, and food science technology should be included in the higher education curriculum.