AACSB International and the Management of Its Brand: Implications for the Future

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

Research output: Contribution to journalArticlepeer-review

21 Scopus citations

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 languageAmerican English
JournalJournal of Management Development
Volume28
StatePublished - May 22 2009

Keywords

  • Brand image
  • Brand management
  • Brands

DC Disciplines

  • Economics

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