Brand Management in US Business Schools: Can Yale Learn from Harvard?
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Brand Management in US Business Schools: Can Yale Learn from Harvard? Received (in revised form): April 8, 2004
Anthony G. Heyes Anthony G. Heyes is currently Professor of Economics at the University of London, and Head of the Economics Department at its Royal Holloway College. He has degrees from Cambridge and McGill Universities. His research interests are in regulation, environmental economics, and policy. He is a member of the editorial boards of the Journal of Environmental Economics and Management and the Journal of Regulatory Economics and has advised various European private and public bodies on regulatory matters.
Catherine Liston-Heyes Dr. Catherine Liston-Heyes is a reader in business economics at the Royal Holloway School of Management at the University of London. Her research interests include consumer policy, corporate social responsibility, and environmental economics. She has published amongst other places in the Journal of Public Economics, the Journal of Environmental Economics and Management, and the Journal of Consumer Policy. She has degrees from the University of Ottawa and McGill University. She has worked at the University of London since 1993.
Abstract Data Envelopment Analysis (DEA) is used to evaluate the performance of top US business school in maintaining reputation among members of the academic and business communities. The authors generate efficiency measures and identify peers against which underperforming schools should benchmark.
Introduction
Keywords: business schools, reputation, marketing, Data Envelopment Analysis, best practice, benchmarking
There are many elements to running a business school ‘‘well.’’ While the CEO of a firm might be judged by simple summary measures such as financial profitability or share price (the latter capturing, as it does, the investors’ evaluation of future profitability) the dean of a business school is expected to satisfy wider needs of constituents—intellectual as well as commercial. We are interested here in the ‘‘brand management’’ aspect of running a school. In particular we ask the following
Author’s Contact Address: Catherine Liston-Heyes School of Management Royal Holloway College University of London Egham, Surrey, TW20 OEX, UK Phone: + 44 (0)1784 443785 Fax: + 44 (0)1784 443785 Email: [email protected]
It is only shallow people who do not judge by appearances. (Oscar Wilde) I wish I had a nickel for every student who’s come up to me and asked where we rank in the US News. I could retire. (Dean Laurence M. Rose, University of Miami)
INTERNATIONAL JOURNAL OF EDUCATIONAL ADVANCEMENT. VOL.5 NO.1 35–45 ª HENRY STEWART PUBLICATIONS 2004. ISSN 1744-6503.
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Anthony G. Heyes and Catherine Liston-Heyes
question: which deans are successful in achieving a high reputation for their MBA programs, given underlying fundamentals? The qualification is important, here. It goes without saying that a dean would also take responsibility for enhancing those fundamentals—the research quality of faculty, level of available teaching resources and s
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