Journal of Management
vol. 12, iss. 1, pp. 133-141
pressure or national identity: strategic challenges for Russian
Gerasimenko and Olga Molchanova
the context of globalization of the business education market, Russian
business schools face a complex managerial problem - how to preserve a
business school's identity. The parameters of demand for managerial
education in Russia have become significantly more complicated, new
global competitive pressure forces have arisen, compelling business
schools to adjust and revise their strategies and comply with
international standards of the global business education market.
Normative pressure is one of the key reasons that encourage business
schools to adapt successful overseas education models. However, the
impact of market logic often covers normative appeals to adaptation, as
reflected in copying and adoption of the US MBA model. Our research
aims to show what the priorities of Russian business school MBA
students are today in choosing a business school, as well as which of
the competencies of graduates are most on demand in the Russian labour
market. The research was conducted over a period of three years (from
2014 to 2016), 358 Lomonosov Moscow State University MBA program
graduates who study in Russia and Kazakhstan participated in our
questionnaires. The structure of qualities stated by our graduates
raises serious challenges to the content and standards of MBA programs
in the global context, especially considering the cultural code of the
nation, manifested in the practice of doing business. Globalized and
marketable specialized managerial knowledge is clearly a priority among
graduates today. Greater attention is being devoted to new innovative
models in the field of managerial education (edtech platforms,
on-demand platforms, subscription model, freemium model, etc.). The
development of innovative models by traditional business schools may
cause tension between efficiency and innovation as well as conflicting
managerial tasks. Among strategic priorities for Russian
business schools under the influence of globalization we highlight:
diversification of educational products and services; learning of a
complex nature, which increasingly represents the integration of three
types of activity: research + learning + consulting; reengineering of
educational, organizational, administrative, and marketing processes
performed at business schools. The forms of these directions
implementation and their effectiveness in the context of the global
education market should be the subject of further study.
This Work is licensed under a Creative Commons Attribution 4.0 License.
education, global educational market, MBA programmes, strategy, Russian
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