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


White, J and Miles, M and Levernier, W, AACSB International and the management of its brand: Implications for the future, Journal of Management Development, 28, (5) pp. 407-413. ISSN 0262-1711 (2009) [Refereed Article]

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Copyright Emerald Group Publishing

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DOI: doi:10.1108/02621710910955949


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.

Item Details

Item Type:Refereed Article
Keywords:Brand image, Brand management, Brands
Research Division:Commerce, Management, Tourism and Services
Research Group:Marketing
Research Field:Marketing management (incl. strategy and customer relations)
Objective Division:Economic Framework
Objective Group:Management and productivity
Objective Field:Marketing
UTAS Author:Miles, M (Professor Morgan Miles)
ID Code:68605
Year Published:2009
Deposited By:Management
Deposited On:2011-03-15
Last Modified:2013-04-04

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