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AACSB International and the management of its brand: Implications for the future
Citation
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 Statement
Copyright © Emerald Group Publishing
Official URL: http://www.emeraldinsight.com/journals.htm?article...
DOI: doi:10.1108/02621710910955949
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.
Item Details
Item Type: | Refereed Article |
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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 |
Downloads: | 0 |
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