Issue link: http://www.e-digitaleditions.com/i/61383
From Editors the A Better Reflection of Business If "perception is everything," then business schools may have something in common with many corporations these days: a less-than-perfect image. While corporations struggle to regain the public trust, business schools are working to convince the public of the prestige and value of a business degree. But public perception can be difficult to change. Case in point: A commercial for Federal Express currently airing on U.S. tele- vision takes theMBA to task. In it, a young man is setting up his new office for his first day on the job, when a harried office manager stops at his door and says, "We could really use your help." She leads him to the mailroom, where stacks of FedEx packages await. "All of these must go out today. But it's really simple. Anybody can do it," she says, seating him behind a computer. "You don't understand. I have an MBA," he tells her, clearly dis- an MBA as an academic exercise of little use when it comes to the needs of real-world business. I doubt any company would make a similar com- mercial targeting other credentials—say, a Ph.D., JD, MD, or CPA. At a time when many are debating the value of a business degree, the fact that this ad strikes a chord with the public is reason for concern. Both business and business schools are taking steps to encourage a mayed to find himself in the mailroom. "Oh, you have an MBA," she responds. "Then I'll have to show you how to do it." Funny? Sure. Good for the MBA's image? Not so much. It depicts endeavor that contributes to the public good. The public may need to see in action the skills business school graduates have to offer, such as financial savvy, technological know-how, and entrepreneurial spirit. More important, people need to be aware that the effects of business are anything but negligible, but affect every aspect of their lives. So, is it unfortunate that the FedEx commercial is humor- different public perception. Sound corporate governance, which we explore in this issue, may help businesses repair an image damaged by so many corporate failings. But it may not be enough to simply promote the tenets of good governance, say some educators. Business, they believe, needs to change its managers' behaviors and attitudes to regain the public trust. Actions, not words, will convince the public that accountability, transparency, and integrity are back in business. Likewise, to replace the public's less-than-positive perception of business education, it may not be enough to promote it as a worthy ous?Maybe. But it's a good reminder that the public could use another, more positive perception of business education to make its humor obsolete. ■ z 6 BizEd MARCH/APRIL 2004 GREG CEO/GETTY IMAGES BILL BASCOM