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AACSB International and the management of its brand: implications for the future

John Bentley White · Morgan P. Miles · William Levernier

27 citations0/0 files storedJournal of Management Development

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Management and Marketing Education Consumer Behavior in Brand Consumption and Identification Corporate Identity and Reputation

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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References

2007AACSB International accreditation 2005Challenges of AACSB international accreditation for business schools in the United States and Europe 1997The new AACSB accreditation standards: a prospect of tiering?

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