Exploring and experiencing the corporate business school
Book chapter, 2017
This introduction presents an overview of the key concepts discussed in the subsequent chapters of this book. The book addresses the real life consequences of the corporatization of universities in general and business schools in particular, and challenge the dominant paradigm which is forcing universities and business schools to 'speak' as a corporate player in a global market where esteem, student revenue, funding and spin-offs are the goods that are traded. It explores the historical evolution of the branding/competition paradigm for contemporary universities, tracing its origins to the land grant universities in the US and later transmitted into global contexts. The book examines the audit culture which has developed in business schools. It investigates the implications of neo-liberal reforms and New Public Management policies on academic freedom. The book also explores the commodification of the 'student', as articulated in a university advertising campaign.