Recently biologists have been interested in a tide-associated periodic behavior displayed by the diatom Hantzschia virgata, a microscopic golden-brown alga that inhabits that portion of a shoreline washed by tides (the intertidal zone). Diatoms of this species, sometimes called "commuter" diatoms, remain burrowed in the sand during high tide, and emerge on the sand surface during the daytime low tide. Just before the sand is inundated by the rising tide, the diatoms burrow again. Some scientists hypothesize that commuter diatoms know that it is low tide because they sense an environmental change, such as an alteration in temperature or a change in pressure caused by tidal movement. However, when diatoms are observed under constant conditions in a laboratory, they still display periodic behavior, continuing to burrow on schedule for several weeks. This indicates that commuter diatoms, rather than relying on environmental cues to keep time, possess an internal pacemaker or biological clock that enables them to anticipate periodic changes in the environment. A commuter diatom has an unusually accurate biological clock, a consequence of the unrelenting environmental pressures to which it is subjected; any diatoms that do not burrow before the tide arrives are washed away.

    This is not to suggest that the period of this biological clock is immutably fixed. Biologists have concluded that even though a diatom does not rely on the environment to keep time, environmental factors—including changes in the tide's hydrostatic pressure, salinity, mechanical agitation, and temperature—can alter the period of its biological clock according to changes in the tidal cycle. In short, the relation between an organism's biological clock and its environment is similar to that between a wristwatch and its owner: the owner cannot make the watch run faster or slower, but can reset the hands. However, this relation is complicated in intertidal dwellers such as commuter diatoms by the fact that these organisms are exposed to the solar-day cycle as well as to the tidal cycle, and sometimes display both solar-day and tidal periods in a single behavior. Commuter diatoms, for example, emerge only during those low tides that occur during the day.

    Behavior science courses should be gaining prominence in business school curricula. Recent theoretical work convincingly shows why behavioral factors such as organizational culture and employee relations are among the few remaining sources of sustainable competitive advantage in modern organizations. Furthermore, empirical evidence demonstrates clear linkages between human resource (HR) practices based in the behavioral sciences and various aspects of a firm's financial success. Additionally, some of the world's most successful organizations have made unique HR practices a core element of their overall business strategies.

    Yet the behavior sciences are struggling for credibility in many business schools. Surveys show that business students often regard behavioral studies as peripheral to the mainstream business curriculum. This perception can be explained by the fact that business students, hoping to increase their attractiveness to prospective employers, are highly sensitive to business norms and practices, and current business practices have generally been moving away from an emphasis on understanding human behavior and toward more mechanistic organizational models. Furthermore, the status of HR professionals within organizations tends to be lower than that of other executives. Students' perceptions would matter less if business schools were not increasingly dependent on external funding—form legislatures, businesses, and private foundations-for survival. Concerned with their institutions' ability to attract funding, administrators are increasingly targeting low-enrollment courses and degree programs for elimination.