Adding an E to an MBA: what an ‘executive’ rebrand costs in real terms
Ekant Veer, Teresa van Dugteren
University of Canterbury | Te Whare WÄnanga o Waitaha
Ekant Veer
University of Canterbury | Te Whare WÄnanga o Waitaha
is professor of marketing in the department of management, marketing and tourism and associate dean of postgraduate research at Te Whare WÄnanga o Waitaha | University of Canterbury, New Zealand.
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Renaming an MBA an EMBA sounds like a branding tweak. It isn’t. Here’s what we learned about stakeholder buy-in, message sequencing and what a single letter can mean
