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

John B. White (Department of Finance and Quantitative Analysis, College of Business Administration, Georgia Southern University, Statesboro, Georgia, USA)
Morgan P. Miles (Georgia Southern University, Statesboro, Georgia, USA)
William Levernier (School of Economic Development, College of Business Administration, Georgia Southern University, Statesboro, Georgia, USA)

Journal of Management Development

ISSN: 0262-1711

Article publication date: 22 May 2009

936

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.

Keywords

Citation

White, J.B., Miles, M.P. and Levernier, W. (2009), "AACSB International and the management of its brand: implications for the future", Journal of Management Development, Vol. 28 No. 5, pp. 407-413. https://doi.org/10.1108/02621710910955949

Publisher

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Emerald Group Publishing Limited

Copyright © 2009, Emerald Group Publishing Limited

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