Nov 8th 2011, 16:23 by J.L.H.D | ATLANTA
As marketing brochures go, a recent publication by the Thunderbird School of Global Management has an intriguing premise: it is a “Global Impact Report”.
It makes one wonder how to get a better grip on that mushy concept, “impact”. Business schools would love to understand how they affect the world around them. But it is a tricky thing to measure. Part of the problem is that impact and reputation, while related, are not the same thing. A lesser-known school, for example, might churn out interesting ideas on the quiet, while a well-known one could contribute less, but more loudly. Equally, star professors can have a small effect on many individuals, through their books, while their junior peers do more teaching and thus have a larger effect on students. Even faculty contribution can be a thorny topic. Which contributes more to Thunderbird’s impact: a textbook written by a professor at the school, or the Twitter feed of school president, Ángel Cabrera?
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