Colleges of business develop by following one of two models. The first model, the vertical,
involves functional specialization and the scientific examination of a specific discipline.
The second model, the horizontal, stresses breadth rather than depth. This latter model
examines what is often called the "softer" side of managenment—leadership, communica
tion, entrepreneurship, and strategy.
Awareness of these two models is important to all business communication faculty,
especially to those housed in business schools. The model a school adopts can affect how
the faculty member teaches the business communications course and will strongly in
fluence the kind of research that faculty in business schools have to do to receive promo
tion and tenure.
Recent revisions of AACSB standards increase the likelihood of closer relations between
business communications and business schools. All business communication faculty
need to be aware of these models when designing courses, when developing research
agendas, and especially when accepting a faculty position in a business school.
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