Abstract
The term “positioning” was first coined by Alries and Trout in (1969)
which has since then become a major concern for business
corporations, non-for-profits and even individuals. The study strives to
investigate the current peculiar positioning status of private sector
business schools in Khyber Pakhtunkhwa, Pakistan. An overwhelming,
majority of private sector universities in Khyber Pakhtunkhwa are
charitable trusts and foundations running business schools to support
camouflaged profit motives. The survey is based on multidimensional
scaling technique applied to data collected from newly inducted
students of 12 leading private sector business schools and departments
using admitted Student Plus Questionnaire (ASQ). The multi-level data
is collected over two phase’s empirical evidence collected from four
business schools on twelve attributes in pilot phase; and from eight
business schools on eight most relevant attributes in subsequent fullscale part of field work. The attributes were academic reputation,
availability of majors, quality of social life, academic life, extracurricular activities, campus attractiveness, academic facilities and
cost of study. The study argues on theoretical grounds and unravels
empirically a below average performance for all business schools as
evident from the combined average score of less that 50 percent. This
inwardly, indicates a serious positioning issue which warrants
immediate attention. The study recommends business schools to
reassess their idiosyncratic positioning in wake of competitors having
me too charters, similar composition in board of governors, sponsoring
bodies and even similar learning curves since incorporation. The
researchers leave further studies to exclusively study others and
especially public sector universities to future researchers.
Muhammad Tariq Yousafzai, Maryam Khan, Usman Khan. (2017) Positioning of Private Sector Business Schools in Khyber Pakhtunkhwa: A Multidimensional Positioning Study , Journal of Managerial Sciences, Volume 11, Issue 1.
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