Organization Management Journal


Business schools, in the face of various external pressures, are confronted with the daunting challenge of better engaging their constituents to achieve their learning mission. We call for engagement to play a unifying role in a business school’s culture. We incorporate relevant learning, marketing and change management concepts to first present conceptual tenets underlying our engagement model including co-creation of learning and students as works-in-progress. We then propose a plan for creating a culture of engagement in business schools to advance their learning mission, which broadly involves students, faculty, alumni, employers and administrators. The tactical plan is presented in four steps: assessment, redesign, implementation and evaluation of an engagement culture.