European Business Schools: A content analysis of mission, vision and values

The use of mission statements as effective strategic tools is common for companies, but also in not-for-profit organisations, such as higher education institutions. In business schools, in particular, mission and vision play a role in communicating the school’s values and its learning and research objectives, driven by the internationalisation process and the need to develop strategies to improve a school’s academic reputation and positioning on a global level. Although studies have already investigated the characteristics of mission statements in higher education, more research is needed on how they are affected by external quality criteria, such as the ones set by accrediting agencies, which have established a benchmark for educational practices. In this study, a qualitative content analysis has been carried out to understand the core values expressed in the mission and vision statements of the European business schools which have received a 5-years certification from the EFMD. The analysis also aimed to investigate whether these values are linked with the three main dimensions described in the EQUIS “Standards and Criteria” manuals (EFDM, 2020) that are transversal to the accreditation guidelines, namely: “Internationalisation”, “Connections with Practice”, and “Ethics, Responsibility & Sustainability”. The findings of this study may offer insightful reflections on the content of mission and vision statements, and on the strategic choices and values expressed by EQUIS-accredited business schools that have been influenced by the quality standards set in the accreditation process.