Abstract
The use of ratings-based data in the branding of business schools raises familiar questions about the relationships between objective characteristics, subjective evaluations, and possible distortions where subjective impressions do not adequately reflect objective features. Such issues escalate when the relevant product category is education and when students or corporate recruiters are treated as customers to be wooed by favorable rankings that appear in wide-circulation high-visibility magazines. In this connection, the present paper examines the business-school rankings published by U.S. News & World Report, finds possible distorting biases, and offers tentative suggestions on ways of counteracting this problem.
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