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K Introduction
K Importance of research
K Research as a platform of brand building.
K Methodology
K Limitations.
K Findings
K Conclusion.
I 

K ˜he „ „  „  
„
    and MBA degree
acquiring a cult status, the media in India too has jumped
onto 
   
.

K A high rank pleases the stakeholders of the school,


particularly when it is lesser known or is considered less
prestigious , a lower rank causes a lot of heartburn.

K An article by Joydeep Ray(2005) claimed that IIMs have


decided not to participate in survey ranking schools. Perhaps,
younger IIMs can͛t afford to be ranked lower than other non-
IIM management schools.
Imp    
K ˜he higher education institution, including management
education, must have 

     
 „   
area. i.e.    
  

 and 

   



are the core tasks for schools of higher education.

K ·niversity of victoria (· ic) business school states.͟ Research


holds place of central importance at · ic business, it inspires
them, it sustains their reputation has a leading business
school ͞.

K Even at the level of government, research is recognized as


strategic.
R

K IIMA web page on research reads:

͞Research is at the core of IIMA and provides a major interface


with the wider academic and business world. It provides new
theoretical frameworks that enable reassessment and
refinement of current practices and thinking. ͞
    pl m
K According to keller º    „
 
  
  

 
 
 

  
 
„  




   
„
   

 
„ 


K ˜he research activities and output at management schools


could be used for creating strong, favorable and unique
association, thus contributing to creating a rich and positive
schema regarding the schools.
@l 
   l   ll 

@ l m p  I l
  l
 @m
   p
IIM-A NO YES - YES
IIM-C NO NO YES YES
IIM-B NO NO NO YES
IIM-L NO YES - YES
IIM-I NO NO NO YES
IIM-K NO YES - YES
ISB NO NO YES YES
FMS NO NO NO NO
XLRI NO NO NO NO
SPJIMR NO NO NO YES
JBIMS NO NO NO NO
MDI NO NO NO YES
NMIMS NO NO YES YES
MICA NO NO YES YES
IM˜ NO YES - YES
NONE 04 04 12
ël 
K ˜he methodology adopted is similar to the one used by
mohanty and vohra (2002).

K ˜he data about research activity and its centrality were


collected from 

   
„  
„
 
   

K Reason behind is, if researcher were seen as the potential


driver of their brand building efforts by these schools, it
would have prominent mention on the web portals of these
mgmt. schools.
^
m



K ˜he search covered websites of only the top tier management


schools.

K ˜he perception that the chosen schools belong to the top tier
could ironically be due to media rankings.
u

 
K Despite the fact that cyberspace is fast emerging as the
preferred mode of interaction within the student, academic
and corporate communities, none of these top tier
management schools had stated centrality of research on
their home page it self.



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 m
 m p  
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m
R
K ˜he webpage of other schools do not state the centrality of
research so strongly. Nevertheless, the webpages of these
schools create an impression that there is quite some
research activity going on many of these schools.

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K ˜hough some research activity is going on among the top tier
management schools in India, only a few have boldly asserted
the
     

  in their 

    


  

K Recognition of the existence of a research ring by the


stakeholders would „  

  . Research then has to
be taken up in right earnest.

K ˜hus, the potential to build organizational identity and brand


around research activity exists, these top tier management
schools need to consciously make the commitment and take
the plunge.
 @IT  |$

   "PES website mainly caters to generic content; institute has to post lots
of information and should maintain a separate link to update the    
# $that
would in turn help PES in building brand, this brings distinctive advantage to the college .
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