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mission of the firm, that passion can become contagious. But where does such passion begin? It lies, I believe, in the potential that lives within the organization's employees and stake- holders. Tapping this root is a manag- er's most important job. When man- agers can see and feel what is possible through the eyes and emotions of their key stakeholders, they begin to develop true vision for the future of the firm. They also develop the pas- sion to realize their vision, and their path to success becomes clearer. Clarity, when coupled with the pas- sion to achieve success, can move— maybe not mountains—but certainly human beings. Although the metaphor of manager as priest may be shocking to some, it has a longstanding place in organiza- tion theory. Amitai Etzioni once con- trasted three forms of commitment: coercive commitment generated by totalizing institutions such as prisons; calculative commitment generated by economic institutions such as busi- nesses; and the personal identification elicited by ideological institutions like religions. To the extent that commit- ment to corporate brands requires personal identification on the part of stakeholders, studying the role of faith in business makes perfect sense. Mary Jo Hatch is Professor of Commerce at the McIntire School of Commerce, University of Virginia in Charlottesville. Among her published works on corporate branding are: "Are the strategic stars aligned for your cor- porate brand?" Hatch, M.J., and Schultz, M., (2001), Harvard Business Review (February); and "The expressive organiza- tion: Identity, Reputation and Corporate Branding," Schultz, M., Hatch, M.J., and Larsen, M.H., (eds.) (2000), Oxford University Press. She can be reached at mjhatch@virginia.edu. WHAT SINGLE FACTOR HAS THE GREATEST IMPACT ON BUSINESS STUDENT SATISFACTION WITH ACADEMIC PROGRAMS?* AACSB/EBI satisfaction surveys provide answers to tough questions and pinpoint trends, insights, and trouble spots. Knowing how satisfied your business students are with instruction in core and elective courses, advising and career services, faculty accessibility and responsiveness, and classroom and technology resources can be an invaluable planning and assessment tool. Your participation in AACSB/EBI satisfaction surveys earns you exclusive access to satisfaction surveys covering • Full-time MBA Students • Full-time MBA Alumni • Part-time MBA Students • Part-time MBA Alumni • Undergraduate Students • Undergraduate Alumni • Management Education Faculty • First-year MBA Students * ANSWER : Quality of faculty For more information: www.webebi.com/managementeducation Contact: Scott Buechler • EBI Management Education Product Manager scott@webebi.com • 919-928-8258 (U.S.) BizEd NOVEMBER/DECEMBER 2001 61