Which MBA? Online is a Web site launched by the Economist Intelligence Unit (EIU) simultaneously with the publication of the 14th edition of Which MBA? in October 2002. The site provides profiles of 100 top full‐time MBA programmes, expert advice, current news, and a directory of universities with MBA programmes around the world. Its global emphasis is reflected in the number of profiled programmes: 13 from Asia, 54 from Europe, and 57 from the Americas. The publisher is a member of The Economist Group, an authoritative business and news source provider through its many different channels, such as The Economist and EIU ViewsWire.
The EIU gathered the data through Web‐based surveys of 121 schools, of which 100 programmes were considered valid to include in the comprehensive rankings, and of 18,255 students and alumni. The total of 121 schools were originally selected and surveyed because they met “various thresholds of data provision”, but the specifics of these standards are not given. Given that the Association to Advance Collegiate Colleges of Business (AACCB) International accredited 435 business schools in all, EIU’s survey seems to under‐represent programmes in the USA.
Although many rankings of MBA programmes have been published, their methodologies and emphases vary. The EIU placed the most importance on what students want from an MBA programme; opinions of students and graduates comprised 20 per cent of their deciding factors. The survey focused on four main categories: open new career opportunities, personal development and educational experiences, increase in salary, and potential to network. As a result, users can customize the rankings according to these four main categories or by 14 subcategories that may be of more importance to an individual and/or region.
The left‐hand menu bar facilitates navigation of the site by providing constant access points to many different features. The “School Snapshots” drop‐down box gives an alphabetical listing of 100 schools and provides details on a chosen programme. A sample snapshot contains a wide variety of information, from directorial facts like addresses and phone numbers to full programme descriptions. These include statistics and composition of students, faculty, and facilities; application and tuition fees; application deadlines; admission requirements; and average GMAT scores. An analytical comment on the programme’s history, present focus, and future vision is also presented. Some of this information is not readily available through the Web sites of MBA programmes or other similar ranking services. Under “Inside Which MBA?” are links for complete customizable 2002 rankings, a list of the top 100 schools by continent, Q&A, advice, up‐to‐date MBA news, and a comprehensive business school directory. “Pursuing your MBA” provides full advice on choosing MBA schools and programmes, achieving admission, financing the degree, and assistance with career search after graduation. Students may also submit specific questions to an expert. The selected contents are displayed in the centre section of the Web page, and the right and top sections are dedicated to sponsors and banner advertisements. This small display area adds some difficulty in visibility and utilization, as the advertisements slow down the site quite a bit when accessing it through a dial‐up connection. Overall, however, access seems reliable and relatively fast.
Which MBA? Online is a valid resource for students who choose to pursue an MBA degree. Other similar ranking services exist, such as those provided by Business Week, US News and World Report, the Wall Street Journal, and Financial Times, but the detailed description and expert advice, among many other features, may make this product superior to other commercial services that require registration or purchase.
