B-Schools Need to Strike a Balance
I work with and study a lot of business schools and no doubt this article on M.B.A.’s and social change identifies a real trend toward students wanting to explore issues of sustainability, corporate social responsibility, “green” enterprises and other social entrepreneurship concepts. These are, not surprisingly, subjects with tremendous natural appeal in today’s environment.
One can debate whether or not this is the result of a generation of students who have simply become attuned to these concepts as part of their maturing years, or whether there is something deeper going on. Reasonable people can also debate the relative economic merit of such approaches to business. Regardless, the intent and interests of these students is real. I believe there is a legitimate question, however, as to whether business schools themselves should, in the name of being “market responsive,” spend so much time focusing often scarce resources on programs and courses that enable students to pursue the building of such businesses, rather than first renewing their focus on teaching the critical thinking, analytical and functional skills of business that will actually enable graduates to make their dreams come true.
I sometimes see what I think is a dangerous trend toward schools trying to “accommodate market demand” around social entrepreneurship concepts through this special program or another, perhaps to the detriment of applying resources to the more fundamental proficiencies required to succeed in business generally. To be clear, I am not arguing business schools should not continue their drive toward integrating corporate social responsibility concepts, such as ethics, sustainability, etc., into the curriculum and learning environment. I’m saying it is a matter of finding the right balance between the fundamental, core responsibility of business schools–which is to develop in individuals the complex suite of skills they need to succeed as business leaders and managers–and focusing resources chasing after concepts (however valid and important) that are secondary to their fundamental purpose.
-Tim Westerbeck, Managing Director & Principal
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I agree with Tim, but I think he is being a bit chartitable with schools that are trying to use these trends to sell themselves. Chasing fad topics is nothing new in business. Remember MBO and “The One Minute Manager?” While the topics Tim mentioned are important trends in business, they are also sexy fields that can attract a naive student who actaully believes that the program is somehow creating jobs in those fields. A responsible program invites its students to exercise their critical skills sets by choosing areas such as these to explore in the context of courses that actually develop the skills, not by spoon feeding content on any one field that is changing so rapidly that the course content is out of date before the ink on the syllabus is dry.
Integration of these important fields into the curriculum is great, using them to attract students is irresponsible. A high GMAT score does not make one immune to naive temptation.
- Tom Boyd, Mihaylo College of Business California State Fullerton
OK, Tim, I’ll bite.
Let’s look at this issue from the more pragmatic and less philosophical perspective of a Business School as, yes, a business. Over the past thirty years, the business of Business Schools has evolved in the same manner that occurs in every other sector of our economy — from a specialty niche business to a mass market, dare I say it, almost commodity-like business. As that’s happened, the number of business schools and enrolled students has soared. Along the way, significant standardization of curricula and faculty have created an entrenched ‘sameness’ among programs.
So now that the business school industry has matured and you find yourself running one, how do you differentiate yourself from the pack? Well, like every other business operator, you find yourself drawn to topical buzz words that you think resonate with your target market. In our case these terms are the ones that mentioned– sustainability, corporate social responsibility, “green” enterprises, social entrepreneurship and I’ll add the big one –global orientation. What’s attractive about them is that you can add them like mud flaps on your existing product without really changing anything. What these terms actually mean in practice is unclear and how they translate into better prepared students has not been demonstrated.
What you’re driving at is– what’s the business school’s ‘fundamental purpose’? Well, in part it’s to create leaders and not followers. That is, the ‘fundamental purpose’ is to give students the tools to be effective and the judgment to apply them in a socially beneficial manner in a career that will last decades. Stated differently, to be able to look beyond topical buzz words and add real long lasting value in manner that leaves this world a better place.
Thanks for the opportunity to speak out.
- Christopher Multhauf, Executive Dean College of Management and Business
National-Louis University