University of Tasmania
Browse

File(s) under permanent embargo

How well do AACSB, AMBA and EQUIS manage their brands?

journal contribution
posted on 2023-05-18, 16:25 authored by Miles, MP, Martin GrimmerMartin Grimmer, McClure Franklin, G
Purpose – The purpose of this paper is to focus on the question of how well business school accreditation bodies manage their own brands. It does so by extending research on business school branding by Pitt et al. (2006) to explore how well business school accreditation organizations such as AACSB International – The Association to Advance Collegiate Schools of Business (AACSB), the Association of MBAs, and the European Foundation for Management Development Quality Improvement System manage their brands. Design/methodology/approach – An on-line survey of business school deans was conducted during October and November of 2013. SurveyMonkey was used to administer the survey to 1,131 valid e-mail addresses found for the deans of member schools. Findings – Business school deans face complex decisions in terms of marketing. The selection of which accreditation “co-brand” to seek is both strategically relevant to the market position of the business school and has numerous financial and often career implications. The findings in this research suggest that AACSB is perceived by a broad global sample of business school deans to be generally the strongest brand, and therefore likely the best choice if a school is seeking only one accreditation. Originality/value – This study contributes to the understanding of business school marketing, strategic planning, and branding in a highly competitive global market.

History

Publication title

Marketing Intelligence & Planning

Volume

34

Pagination

99-116

ISSN

0263-4503

Department/School

College Office - College of Business and Economics

Publisher

Emerald Group Publishing Limited

Place of publication

United Kingdom

Rights statement

Copyright 2014 Emerald Group Publishing

Repository Status

  • Restricted

Socio-economic Objectives

Marketing

Usage metrics

    University Of Tasmania

    Exports

    RefWorks
    BibTeX
    Ref. manager
    Endnote
    DataCite
    NLM
    DC