The Commons

Did the MBAs do it?  The debate rages whether business schools and their graduates are responsible for the global financial crisis.  Dutifully, many schools are “introspecting” on the subject.

Why Character is Destiny for Business Schools – and the MBAs They Groom, in the new issue of the Baylor Business Review takes a look at the role issues of “character formation” play in the business school of the future.  In the article, I observe that this is not only important from a curriculum standpoint—and, we all hope, for the future of the global economy – but also regarding how schools will differentiate their brands in today’s hypercompetitive management education marketplace.

Marketing on a specific type of program attribute is ineffective, when so many business schools – or at least their marketing – look the same on nearly every level.  What each school owns that is unique is its values and culture, the basis of a distinctive brand.

- Tim Westerbeck, Managing Director & Principal

Tags: brand personality, Business schools, economic downturn, higher education, nonprofit communications, nonprofit marketing, resources, trends