The role of a chief mission officer in maintaining mission in schools and colleges of business
Department
Marketing and Professional Sales
Document Type
Article
Publication Date
1-8-2021
Abstract
In the present competitive environment, it is becoming increasingly important for schools and colleges of business to establish distinctive identities to differentiate themselves from their competition and to provide unique offerings to best prepare their students to be adept contributors in their future careers. The missions of schools and colleges of business play a key role in this endeavor. Once identified, however, maintaining a unique identity can be more difficult than initially establishing one. This chapter proposes the use of chief mission officers (CMOs) as key individuals or groups of individuals as a means to ensure continuing integrity of the mission of a school or college of business to facilitate the maintenance of a distinct position in the marketplace.
Journal Title
Research Anthology on Business and Technical Education in the Information Era
First Page
1174
Last Page
1189
Digital Object Identifier (DOI)
10.4018/978-1-7998-5345-9.ch066