European Constructions of an American Model

Abstract

In this article we study the patterns of proliferation, circulation and transformation of MBA programmes in Europe. The article seeks to address two important questions: First, why is it that the label MBA has travelled from the USA to Europe?, and second, to what extent does this label signify the proliferation of similar programmes across the Atlantic? We show that even though the label MBA has diffused around the globe, closer studies of a selection of MBA programmes show that the way in which these local programmes have been formed, clearly reflects their local contexts. Hence, this study is an example of local translations of globalized models. Moreover, the study suggests that we should not take labels as clearly signifying local practices. Instead, while labels of various kinds seem to travel easily and rapidly across the globe, local variations and distinctions remain. Based on case studies of four MBA programmes in Denmark, Italy, Spain and Sweden, we analyse how similarities and differences coexist among MBA programmes. While these case studies clearly show that programmes—in some aspects—are becoming increasingly similar, variations and distinctions among them remain. A few elements of MBA programmes remain stable (the ‘model’) as other elements change as they spread. Therefore, the circulation of a vague model—like an MBA in the management education field—allows for both variance in the local application and stabilization of specific elements. With the proliferation of programmes, the field as a whole displays homogenization as well as heterogenization. Two homogenizing forces, and two heterogenizing forces are identified.