Competition in Executive Education: A Global Marketing Perspective

Abstract

The development of executive education programs with an international focus constitutes a new strategic thrust for many U.S. business schools. Yet schools are discovering that market success is made difficult by well-established competitors, mainly in Europe. This paper uses the case of an executive program in global marketing to investigate and compare the perceptions of American, Canadian, and European executives. Preferences for content and teaching delivery are explored and conclusions drawn for the successful positioning of such programs.