- Identifies opportunities and risks; calls for action from alumni
- Top five business school, 56,000 alumni in 174 countries
INSEAD’s alumni board in Canada today released the results of a year-long project to analyze its reputation with key stakeholders like corporate executives, consultancies, media and tech leaders, as well as government officials and alumni.
“There are significant reputational opportunities to bring more recognition to INSEAD in Canada, and thereby to INSEAD globally, yet most leaders interviewed feel, with some exceptions, that INSEAD is not getting the recognition it has earned,” said Nancy Jain, President of G&N Developments and the INSEAD alumni board member who spearheaded the project.
Jain ran a reputation management process with fellow board member Wylie Rogers, CEO of The Tantalus Group to interview leaders from CIBC, Bell, McKinsey, the Globe and Mail, prominent alumni, as well as leaders from the federal government and academia.
Rogers said, “There are also some threats, especially those that have lingered for decades: lack of awareness of INSEAD’s business proposition by prospective students; a lack of a clearly articulated strategy for North America. While alumni engagement has been growing, we believe INSEAD’s reputation in Canada can be better.”
Board chair John Hall helped build understanding across INSEAD’s global alumni association, as well as with INSEAD’s communications team in France, led by Axel Tagliavini.
“We concluded that the stakeholders who know INSEAD have generally positive perceptions of INSEAD,” said Hall. “However, many know very little about the school, if anything at all, which presents us with a great opportunity.”
The full report is attached.
It includes high level recommendations for some initiatives that could be launched to move this forward.
The methodology for the report is based on a reputation management process from Rogers’ firm, The Tantalus Group (www.thetantalusgroup.com). The underlying assumption is that reputation is the sum of performance, behavior and communications. To manage the parts is to manage the whole.