An investigation into the process of cross‐fertilisation on MBA programmes is reported. An interview schedule was devised as a basis for discussions with a sample from each of three MBA programme types: open, in‐company and consortial. It was concluded that: learning from and acting upon ideas gained from fellow set members is seen as an important element in the MBA programme by associates: cross‐fertilisation tends to be recognised and recalled mainly in terms of personal skills; open sets would potentially appear to be a better medium for fostering cross‐fertilisation, but in‐company sets are more empowering in ensuring the implementation of ideas from such cross‐fertilisation as does occur, while consortial sets would appear to combine the best of both worlds – though no evidence emerged to support this last contention. Recommendations are made for further research.
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