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
Teresa van Dugteren
University of Canterbury | Te Whare WÄnanga o Waitaha
Teresa van Dugteren is marketing partner at the University of Canterbury Business School, 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