Three Georgias in Atlanta: Lessons from business schools about finding your identity
International Journal of Educational Management
ISSN: 0951-354X
Article publication date: 1 December 2006
Abstract
Purpose
The purpose of this paper is to look into how universities identify themselves and the audiences they choose to serve, taking into account three specific universities in Atlanta, Georgia.
Design/methodology/approach
The paper gives brief overviews of the literature on differentiation and sustainability and the study, followed by descriptions of the three subject business schools and the geographic context, Atlanta, within which they operate.
Findings
Not every professional school will offer nationally ranked degree programs, but they all can aspire to establish unique, strong programs that are sustainable over time. Gaining a clear understanding of identity and purposefully targeting the audience to be served are important first steps in such an endeavor.
Originality/value
The article holds important lessons for professional schools and colleges that face increasing competition for students within their home arenas.
Keywords
Citation
Wolverton, M. (2006), "Three Georgias in Atlanta: Lessons from business schools about finding your identity", International Journal of Educational Management, Vol. 20 No. 7, pp. 507-519. https://doi.org/10.1108/09513540610704618
Publisher
:Emerald Group Publishing Limited
Copyright © 2006, Emerald Group Publishing Limited