Quotation Schlegelmilch, Bodo B. 2020. Why Business Schools Need Radical Innovations and Development Trajectories? In: Big Bang Marketing 2020, Hrsg. Kotler, P., Kibria, and Foglia E. 527-538. Mississauga, Ontario: Selbstverlag.




Business education is undergoing paradigmatic changes, and business schools are feeling the brunt of these changes. This article proposes that “business as usual” is over for traditional business schools. Using Ohmae’s 3Cs—customers, competitors, and company—as an analytical framework, I examine important changes from different vantage points. From the perspective of customers, the focus lies on technological and value changes. In terms of competitors, the analysis centers on the growing number of alternative suppliers of business education and the geographic shifts in the business school landscape. As to the company dimension, I comment on the vast number and heterogeneity of business schools and suggest that they are heading toward a business model competition. In considering potential development paths for business schools, the article concludes that they require radical innovations to stay relevant.


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Publication's profile

Status of publication Published
Affiliation WU
Type of publication Chapter in edited volume
Language English
Title Why Business Schools Need Radical Innovations and Development Trajectories?
Title of whole publication Big Bang Marketing 2020
Editor Kotler, P., Kibria, and Foglia E.
Page from 527
Page to 538
Location Mississauga, Ontario
Publisher Selbstverlag
Year 2020
Reviewed? N
URL https://journals.sagepub.com/doi/full/10.1177/0273475320922285
Open Access N


Schlegelmilch, Bodo B. (Details)
Institute for International Marketing Management IN (Details)
Research areas (ÖSTAT Classification 'Statistik Austria')
5300 Economics (Details)
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