Quotation Schlegelmilch, Bodo B. 2020. Why Business Schools Need Radical Innovations: Drivers and Development Trajectories. Journal of Marketing Education. 42 (2), 93-107.




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 Journal article
Journal Journal of Marketing Education
Language English
Title Why Business Schools Need Radical Innovations: Drivers and Development Trajectories
Volume 42
Number 2
Year 2020
Page from 93
Page to 107
Reviewed? Y
DOI http://dx.doi.org/10.1177%2F0273475320922285
Open Access Y
Open Access Link https://journals.sagepub.com/doi/pdf/10.1177/0273475320922285


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