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

Document Type

Article

Publication Date

5-22-2009

Publication Title

Journal of Management Development

ISSN

0262-1711

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.

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