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Models of Development: Business Schools and Business Communication

The University of Alabama

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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