Three Georgias in Atlanta: Lessons from business schools about finding your identity

Abstract

Purpose

The purpose of this paper is to look into how universities identify themselves and the audiences they choose to serve, taking into account three specific universities in Atlanta, Georgia.

Design/methodology/approach

The paper gives brief overviews of the literature on differentiation and sustainability and the study, followed by descriptions of the three subject business schools and the geographic context, Atlanta, within which they operate.

Findings

Not every professional school will offer nationally ranked degree programs, but they all can aspire to establish unique, strong programs that are sustainable over time. Gaining a clear understanding of identity and purposefully targeting the audience to be served are important first steps in such an endeavor.

Originality/value

The article holds important lessons for professional schools and colleges that face increasing competition for students within their home arenas.

Citation

Wolverton, M. (2006), "Three Georgias in Atlanta: Lessons from business schools about finding your identity", International Journal of Educational Management, Vol. 20 No. 7, pp. 507-519. https://doi.org/10.1108/09513540610704618