AACSB International and the management of its brand: Implications for the future

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

Research output: Contribution to journalArticle

17 Citations (Scopus)

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.

Original languageEnglish
Pages (from-to)407-413
Number of pages7
JournalJournal of Management Development
Volume28
Issue number5
DOIs
Publication statusPublished - 22 May 2009

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