Business education programs should practice what they preach:
applying the principles of strategic analysis to play to their
strengths and develop distinctive offerings that attract the most
profitable customers--in this case, students, faculty, local
communities, and the institutions that support them financially.
With the costs of private MBA programs skyrocketing, public
universities, which generally operate out of the spotlight of the
Harvards and Whartons, have a tremendous opportunity to distinguish
themselves as centers of innovative, high-quality education. Mimi
Wolverton and Larry Penley conducted extensive research to identify
the qualities of those public institutions across the country--from
the University of Washington to Georgia Tech--that have
successfully established competitive advantages, generally through
a combination of cost leadership, differentiation, and focus.
"Elite MBA Programs at Public Universities" features 12 in-depth
case studies by senior representatives of the respective
institutions, detailing the process by which they developed and
launched programs to raise their profiles and ultimately compete
aggressively for talent and support. From developing strategic
alliances with local businesses and complementary academic
departments to establishing online and overseas courses to
investing in state-of-the-art facilities, these schools are setting
new standards for business education--and measuring the positive
results, for example, in terms of increased funding, higher faculty
research productivity, higher rankings, and greater student
diversity. Wolverton and Penley frame the case studies by applying
the concepts of strategy theory, drawing lessons that can be
applied in other educational institutions, as well as for students
of strategy and general readers interested in emerging trends in
business education. The result is a fascinating peek behind the
scenes at the most innovative MBA programs, as well as a rich
canvas for observing the principles of strategic management in
action.
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