AACSB International and the Management of Its Brand: Implications for the Future
Journal of Management Development
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.
White, John B., Morgan P. Miles, William Levernier.
"AACSB International and the Management of Its Brand: Implications for the Future."
Journal of Management Development, 28 (5): 407-413.