Abstract
Mission statements are an integral part of the strategic planning in higher education. Business Schools face a tough battle for students, faculty, and funds. Business schools have responded to increased competition by adopting clear mission-inspired strategies. The readability of mission statements is important for the positioning, accreditation and branding of programs to potential and existent students and faculty alike.
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© 2015 Academy of Marketing Science
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Bal, A.S., Pitt, L.F., Parent, M. (2015). Readability and Usefulness: Do the top 100 MBA Mission Statements say Anything?. In: Dato-on, M. (eds) The Sustainable Global Marketplace. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-10873-5_118
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DOI: https://doi.org/10.1007/978-3-319-10873-5_118
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Publisher Name: Springer, Cham
Print ISBN: 978-3-319-10872-8
Online ISBN: 978-3-319-10873-5
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