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AACSB International and the management of its brand: Implications for the future
journal contribution
posted on 2023-05-17, 05:24 authored by White, J, Miles, M, Levernier, WPurpose – 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.
History
Publication title
Journal of Management DevelopmentVolume
28Issue
5Pagination
407-413ISSN
0262-1711Department/School
TSBEPublisher
EmeraldPlace of publication
UKRights statement
Copyright © Emerald Group PublishingRepository Status
- Restricted