30+mba-第65章

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AACSB；　worried　by　petition　from　ranking　provided　by　newspapers　
and　journals　and　concerned　that　these　may　be　distorting　schools’　behaviour　
and　misleading　prospective　MBA　candidates；　has　invested　in　a　business　
school　database　of　its　own。　Since　2005；　AACSB　has　published　searchable　
profiles　of　its　600　member　business　schools　on　its　website　and　is　the　only　
source　of　information　about　the　whole　business　school　and　is　the　most　
prehensive　in　terms　of　its　coverage　of　the　market。　Here　you　will　find　
details　of　schools　such　as　HHL　–　Leipzig　Graduate　School　of　Management　
（Germany）；　Toulouse　Business　School　–　Groupe　ESC　Toulouse　（France）　
and　United　Arab　Emirates　University　（UAEU）　（United　Arab　Emirates）　that　
may　not　show　up　in　the　rankings；　but　have　high　academic　standards　and　
creditable　results。　
The　European　Quality　Improvement　System　
EQUIS　（efmd　》　Accreditation　》　Equis）；　formed　in　1997；　is　the　
newest　and　smallest　of　accrediting　organizations。　It　was　set　up　by　the　
European　Foundation　of　Management　Development　（EFMD）　and　accredits　
113　institutions　in　32　countries。　Though　small　in　the　accreditation　world；　
with　over　15；000　management　development　professionals　as　members　
302　Appendix　
of　the　EFMD　network　and　650　organizations　from　academia；　business；　
public　service　and　consultancy　in　more　than　75　countries；　its　impact　has　
been　significant。　EQUIS　is　not；　however；　primarily　focused　on　the　MBA。　
Its　scope　covers　all　programmes　offered　by　an　institution；　from　the　first　
degree　up　to　the　PhD。　It　has　three　important　criteria：　a　business　school　
should　show　international　standards　of　quality；　have　significant　levels　of　
internationalization　and　integrate　the　needs　of　the　business　world　into　
its　programmes。　EQUIS　membership　is　almost　the　mirror　image　of　that　
of　AACSB。　You　won’t　find　Harvard；　Wharton；　Tuck　or　indeed　many　US　
business　schools　of　any　calibre　on　its　books。　But　then　you　won’t　find　schools　
such　as　Pontificia　Universidad　Católica　de　Chile；　Escuela　de　Administración；　
Chile；　the　University　of　Auckland　Business　School；　New　Zealand；　Ume。　
School　of　Business；　Ume。　University；　Sweden　or　the　Coppead　Graduate　
School　of　Business；　Federal　University　of　Rio　de　Janeiro；　Brazil　on　AACSB’s　
books。　
RANKING　THE　SCHOOLS　
Business　school　rankings　have　been　around　since　the　late　1980s；　when　a　
couple　of　US　general　business　publications　realized　that　‘best　of’　lists　were　
a　powerful　tool　for　generating　advertising　copy　from　business　schools　
and　upping　circulation　from　potential　students　thirsty　for　knowledge。　
Publications　producing　rankings　have　mushroomed；　as　have　the　
methodologies　and　data　collection　techniques　employed。　Few　business　
schools　believe　that　the　ratings　are　of　great　help　to　students　when　making　
their　choice。　Nonetheless；　most　continue　to　participate；　even　to　tailor　their　
activities　towards　improving　their　rank　even　at　the　expense　of　some　aspects　
of　MBA　content。　The　logic　is　simple：　rankings　generate　publicity。　If　a　school　
is　in　and　going　up；　it　provides　helpful　PR；　if　it　is　out；　or　going　down；　it　
will　have　to　explain　why　to　prospective　students　and　to　its　alumni　who　are　
naturally　anxious　not　to　see　their　investment　devalued。　The　Association　to　
Advance　Collegiate　Schools　of　Business　（see　above）　is　trying　to　encourage　
the　media　to　‘rate’　rather　than　‘rank’　programmes　and　to　revise　measures　
to　include　research　productivity　while　educating　the　public　about　the　
limitations　of　rankings。　With　newspaper　circulations　in　terminal　decline；　
this　seems　a　pious　hope。　
What’s　being　ranked　
When　you　read　the　rankings　you　will　see　exactly　what　measures　business　
schools　are　being　ranked　on　and　how　they　are　weighted　to　make　up　the　
final　result。　You　need　to　consider　if　the　measures　are　important　to　you。　For　
example；　‘international　mix　of　students’　features　in　many　rankings；　if　you　
Appendix　303　
are　an　American　student　ing　to　a　British　business　school　you　might　
not　see　it　as　much　of　a　benefit　to　find　that　less　than　15　per　cent　of　your　
fellow　students　actually　are　British；　as　are　an　even　smaller　proportion　of　
your　professors。　Increased　earnings　post　MBA　can　make　up　around　40　per　
cent　of　any　ranking。　But　that　presupposes　that　money　is　a　major　motivator　
for　business　graduates；　a　fact　for　which　there　is　li。。le　empirical　evidence。　
A　study　on　what　MBAs　feel　most　important　a　year　a。。er　peting　their　
studies；　conducted　by　the　Aspen　Institute　（aspencbe/about/　
library。html　》　Reports　》　The　2008　Student　A。。itudes　Survey）；　put　‘Earning　
a　high　ine’　as　joint　fourth　in　factors　of　importance；　alongside　‘Having　
a　positive　impact　on　society’；　and　well　behind　‘Developing　my　career’　
and　‘Enhancing　my　skills’。　Also；　earnings　growth　is　the　easiest　measure　
for　business　schools　to　manipulate　to　their　advantage。　Business　schools　
that　take　younger；　less　experienced　students　–　whose　salaries　tend　to　be　
lower　when　they　enrol　–　are　likely　to　do　well。　Those　with　experienced　
older　students；　whose　shared　learning　experience　on　the　MBA　could　be　
a　valuable　asset；　will　do　relatively　badly。　Not　surprisingly；　much　effort　at　
business　schools　goes　into　manipulating　the　factors；　which　could　otherwise　
have　been　invested　in　improving　the　programme。　
Who　does　the　ranking　
These　are　the　most　visible　MBA　rankings　that　schools　and　students　pay　
most　a。。ention　to。　While　they　all　overlap　in　some　areas；　they　give　quite　
different　weightings　to　the　same　areas；　while　omi。。ing　or　including　quite　
different　factors。　One　is　predominantly　American　while　two　are　more　
international　but　measure　different　things　in　different　ways。　You　definitely　
should　not　rely　on　the　rankings　to　put　the　best　schools　in　any　meaningful　
order；　though　they　will　almost　certainly　provide　a　sound　starting　point　to　
make　an　independent　evaluation。　
Business　Week　
This　McGraw…Hill　magazine　（businessweek/bschools）　runs　a　
regular　section　on　business　schools；　with　all　the　latest　news　and　gossip。　
Its　rankings　cover　part…time　and　full…time　MBAs　as　well　as　executive　education。　
It　surveys　some　10；000　students；　500　recruiters　and；　using　a　third　
survey；　conducted　online；　asks　schools　for　statistical　information　about　their　
programmes。　Current　surveys　count　for　half　the　score　and　the　previous　
two　the　balance。　Intellectual　capital；　one　of　the　measures；　is　arrived　at　by　
calculating　how　many　publications　a　school　gets　in　20　key　journals　and　
how　many　of　their　books　are　reviewed　in　the　New　York　Times；　or　similar　
papers。　It　ranks　the　top　30　US　schools　followed　by　a　‘second　tier’　of　10　US　
schools　and　finally　a　further　30　US　schools　‘also　considered’。　Then　e　
304　Appendix　
10　non…US　schools　followed　by　a　‘second　tier’　of　5　non…US　schools　and　5　
non…US　schools　‘also　considered’。　The　ranking　bines　students’　and　
recruiters’　views；　with　an　academic　rating；　job　placement；　teaching　quality；　
starting　salary；　campus　facilities　and　a　number　of　other　measures　to　arrive　
at　a　final　place　in　the　league　tables。　You　can　re…cast　the　rankings　yourself；　
emphasizing　the　criteria　that　ma。。er　most　to　you。　If　you　want　to　study　
outside　the　United　States　or　that　country’s　immediate　sphere　of　influence　
（the　readership　range　of　Business　Week　would　be　a　good　approximation）；　
then　this　ranking　will　be　of　only　limited　use。　
Economist　Intelligence　Unit　
This　magazine　in　the　Economist　stable　produces　the　annual　Which　MBA　
Guide　（h。。p：//mba。eiu）。　Its　top　100　schools　are　about　45　per　cent　
American；　45　per　cent　European　and　10　per　cent　from　the　rest　of　the　world。　
Student　and　alumni　ratings　make　up　20　per　cent　of　the　total　ranking；　and　
80　per　cent　is　based　on　data　provided　by　schools。　History　has　been　built　
into　the　rankings　by　taking　a　weighted　average；　with　the　current　year　
accounting　for　50　per　cent；　the　previous　year　30　per　cent　and　the　year　before　
that　20　per　cent；　in　an　effort　to　produce　a　more　rounded　evaluation。　Opening　
new　career　opportunities；　personal　development/educational　experience；　
increase　in　salary　and　potential　to　network　are　the　five　categories　used　to　
rank　schools。　Sub…headings　within　each　area　drill　down　to　examine　quality　
of　staff；　of　fellow　students　and　of　the　diversity　of　students　and　the　overall　
education　experience。　
Financial　Times　
The　FT　（。。　》　Business　education　》　Business　school　rankings）　
produces　a　top　100　global　business　school　ranking　as　well　as　a　top　60　European　
Business　Schools。　It　produces　separate　and　bined　rankings　for　
schools　with　full…　and　part…time　MBA　programmes；　Masters　in　Management　
and　Executive　Development　Programmes。　The　FT　ranking　is　a　highly　
plex　mixture　prising　earnings　increase；　satisfaction；　percent　of　staff　
with　doctorates；　percent　employed　at　three　months；　number　of　women　
as　students　and　on　the　faculty；　proportion　of　international　students　and　
faculty；　foreign　language　provision　and　research　ranking。　To　make　any　
sense　of　the　ranking　takes　time；　but　fortunately　you　can　revise　the　ranking　
by　eliminating　some　criteria。　However；　all　that　doing　that　will　achieve　is　
a　reordering　of　the　existing　schools；　it　won’t　bring　any　more　deserving　
candidates　to　your　a。。ention。　Rankings　are　available　back　to　2002　so　you　
can　see　who’s　in　and　who’s　out。
Appendix　305　
THE　STANDARDS　FOR　BUSINESS　SCHOOL　
APPLICANTS　
While　you　may　not　want　to　go　to　a　top　business　school　–　hopefully　a。。er　
spending　30　days　working　through　this　book　you　won’t　need　to　either　–　you　
may　find　it　forting　to　know　that　you　could　have　got　in　had　you　wished。　
To　get　into　Wharton；　Harvard　or　Chicago　in　the　United　States；　INSEAD；　
London　Business　School　or　Cranfield　in　Europe；　or　Nanyang　Business　
School　（Singapore）　and　Ipade　（Mexico）　you　need　to　make　the　grade。　But　
what　grade；　exactly？　
Top　business　schools　are　looking　for　students　with　money；　talent　and　
ideally　hard　practical　experience。　The　precise　standards　vary；　but　a　good　
first　degree　and　at　least　three　to　five　years　working　a。。er　university；　ideally　
with　some　managerial　experience　or　exposure；　are　mandatory。　But　as　the　
top　schools　consider　themselves　to　be　in　a　world　market　for　students；　the　
challenge　has　been　to　find　a　world　standard。　That’s　where　the　Graduate　
Management　Admissions　Test　（GMAT）　es　in。　For　1；800　business　schools　
worldwide；　the　GMAT　has　been　recognized　for　over　50　years　as　a　proven　
and　reliable　measurement；　to　assess　candidates’　skills　and　predict　their　
success　on　MBA　programmes。　
The　GMAT　is　administered　in　94　centres　around　the　world　and　given　
under　standard　conditions　with　the　highest　level　of　security；　to　ensure　that　
scores　are　parable　across　applicants。　It　costs　250　to　take；　wherever　the　
test　is　taken。　The　test　itself　takes　2。　hours　and　prises　tests　in　three　areas：　
analytical　writing　（analysis　of　an　issue　and　of　an　argument）；　quantitative　
section　（problem　solving　and　data　sufficiency）；　and　verbal　（reading　prehension；　
critical　reasoning　and　sentence　correction）。　The　test　is　designed　
to　measure　verbal；　mathematical；　and　analytical　writing　skills　developed　
throughout　education　and　work。　It　does　not　measure　business　knowledge；　
job　skills　or　any　specific　ability　or　university　course　work。　The　test　doesn’t　
a。。em