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Branding B-Schools: Reputation Management for MBA Programs

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Increasingly, business schools are finding that they need to focus on building reputation — even more so than their parent universities. However, in-house, public relations and publications offices are ill-equipped to take on this responsibility. Some schools, like the University of Chicago, have hired marketers and others have used consulting firms, like McKinsey & Co., to analyze this problem, but none are immune from the phenomenon, and few seem to understand the need to focus on reputation.Corporate Reputation Review (2000) 3, 171–178; doi:10.1057/palgrave.crr.1540111

Document Type: Research Article


Publication date: 2000-04-01

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