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Reputation and Competitiveness in Global Business Education: The Strategic Role of International Branch Campuses in French Business Schools

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  • Allen Scott Duncan

    (BSB - Burgundy School of Business (BSB) - ESC Dijon-Bourgogne, CEREN - Centre de Recherche sur les Entreprises - BSB - Burgundy School of Business (BSB) - ESC Dijon-Bourgogne)

Abstract

French business schools face strong competition, globalization, and rising stakeholder expectations. While international accreditations such as AACSB, EQUIS, and AMBA are now essential, they no longer ensure differentiation. This study investigates the role of international branch campuses (IBCs) as tools for reputation-building rather than simple market expansion. Drawing on Dunning's OLI paradigm and a multidimensional view of reputation in higher education, the research explores how IBCs function as both location advantages and reputation signals. Evidence from 35 interviews across five leading French business schools shows that IBCs primarily enhance domestic legitimacy and stakeholder perceptions, offering symbolic value that strengthens brand image and improves ranking performance. The findings highlight reputation as a strategic intangible asset in higher education and suggest that, in the post-COVID era, managing reputation through internationalization may be as critical as managing enrollment, research, or accreditation.

Suggested Citation

  • Allen Scott Duncan, 2025. "Reputation and Competitiveness in Global Business Education: The Strategic Role of International Branch Campuses in French Business Schools," Post-Print hal-05839540, HAL.
    • Handle: RePEc:hal:journl:hal-05839540
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