University‐based executive education is big business, attracting the attention and resources of senior management in organisations. Surprisingly, a limited amount of research has been directed at the attendees themselves and even less research uses theory to understand the activity. This study targets executive attendees (n=245) and applies an action frame of reference to more deeply understand the issues surrounding their attendance at these programmes. Without that clear understanding, it is impossible to know if the time and money for this activity is being properly allocated.
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