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Dear AIB Colleagues Greetings from India As you know, Brand Vs. Quality has been a matter of debate across various contexts. Even the dynamics of the education industry have changed. Putting it in context to Indian Business Schools, they are relatively young compared to many international B-Schools with a legacy. Yet, they have started their race for international accreditations and rankings. We have tried to embrace this learning in our recent publication. One of the major lesson we got in our research is that Indian B-Schools need to redefine their recruitment processes for both Faculty and the Students. Indian B-Schools are widely relocating a trend of recruiting faculties having tags of IIM/IIT (Government of India's Institutions) and students with high percentiles in CAT (Popular admission test for MBA in India). However, we found this as very myopic. They need to redefine their value proposition and scope of their contribution for the longer run. Post-COVID 19, Could be the best metamorphic phase for Indian B-Schools to transform and reposition themselves. Our (Sudhir Rana, Arpan Anand, Sanjeev Prashar and Moon Moon Haque ) recent research is an addition in this debate and may be helpful for your B-School. The research is based on in-depth discussion with Indian business academic leaders. Useful insights can be taken from a reading of this paper. Being in academics and research we are responsible to explore and add value to the vision of our organization. Being a business academic, reading on 'A perspective on the positioning of Indian business schools post COVID-19 pandemic' shall be useful to many of us. https://www.emerald.com/insight/content/doi/10.1108/IJOEM-04-2020-0415/full/html I am sure, the learning can be useful to colleagues working as academic leaders in other parts of the globe. Also, this perspective brings scope to further deliberate on quality vs. brand. We shall be happy to hear your feedback on it. Have a wonderful time. High Regards, Sudhir Rana *Dr. Sudhir Rana* *Associate Professor and Chairperson FPM (Ph.D.)* Contact Office: 011-47285052 (Direct) +91-8901402131 (Mobile) Plot 5, Rao Tula Ram Marg, Vasant Vihar, New Delhi - 110057 Linkedin <https://www.linkedin.com/company/fortune-institute-of-international-business>| Facebook <https://www.facebook.com/FIIBIndia>| YouTube| <https://www.youtube.com/user/FIIBindia> Instagram <https://www.instagram.com/fiibindia/> *Editor*, FIIB Business Review (Sage Publishing) *https://us.sagepub.com/en-us/nam/fiib-business-review/journal203492 <https://us.sagepub.com/en-us/nam/fiib-business-review/journal203492>* *Series Editor**: Advances in Emerging Markets and Business Operations, Routledge, Taylor & **Francis* https://www.researchgate.net/profile/Dr_Sudhir_Rana Alternate E-mail: *[log in to unmask] <[log in to unmask]>* You may like to read my latest papers: Why Resource-Theory alone is not sufficient (Journal of Business Research) https://www.sciencedirect.com/science/article/abs/pii/S0148296320304446 Emerging Market Multinationals (IJoEM) https://www.emerald.com/insight/content/doi/10.1108/IJOEM-09-2019-0742/full/html ____ AIB-L is brought to you by the Academy of International Business. For information: http://aib.msu.edu/community/aib-l.asp To post message: [log in to unmask] For assistance: [log in to unmask] AIB-L is a moderated list.