Search results

1 – 1 of 1
Per page
102050
Citations:
Loading...
Access Restricted. View access options
Article
Publication date: 22 May 2009

John B. White, Morgan P. Miles and William Levernier

The purpose of this paper is to explore how AACSB might better position itself through brand management.

955

Abstract

Purpose

The purpose of this paper is to explore how AACSB might better position itself through brand management.

Design/methodology/approach

The paper attempts to offer suggestions on a different branding strategy for AACSB

Findings

The paper suggests that AACSB establishes different levels of accreditation, each having different standards and each having a different level of prestige. This repositioning of the AACSB brand would make the accreditation standards flexible, depending on the resources a school wanted to devote to business education, and the prestige that the school wished to achieve with accreditation.

Originality/value

The paper contributes to the literature by proposing a solution that will enhance the value of AACSB accreditation to schools of different resource endowments.

Details

Journal of Management Development, vol. 28 no. 5
Type: Research Article
ISSN: 0262-1711

Keywords

1 – 1 of 1
Per page
102050