The Buzzfeedication of Business School
By Markus Giesler, Associate Professor of Marketing
Sometimes industries take a really long time to change. Consider all the terrible taxi rides we took until we had Uber. Or add the time you spent in overpriced hotel rooms until we had Airbnb.
Here is another one. Until recently, the Schulich School of Business was one of 4,000 business schools transferring millions of dollars of royalty fees every year to Harvard, Darden, INSEAD, Ivey and other schools to license their business case studies. For a long time, Schulich’s leadership saw this as a viable investment because, after all, case-based learning is thought of as the most effective way to educate future business leaders. But when I took over as chair of our marketing department last summer, I wondered if is this really so?