Big-Brand B-Schools Navigate Online Course Offerings

On Sunday, the New York Times published an excellent article on the dilemma that online education presents for business schools today: Business School, Disrupted

How can industry-leading, heritage brands, such as Harvard Business School, Wharton, and others, address the murky waters of online education?

The differing perspectives from Michael Porter and Clayton Christensen on the degree to which the "disruptive intervention" of online course offerings might affect these institutions nicely frames the argument.

The dilemma facing these bastions of business education reflect some of the same questions facing other arms of higher education, as well as other industries, struggling with new threats entering the environment.

Perhaps the most interesting scenario presented here, is the potential for the very structure of branded institutions breaking down as expert business professors and engaging instructors create their own individual brand outside of the institution, made possible through digital opportunities for online courses with broader audience, alternative publishing models, and more.

While for high-end market schools, such as Harvard and Wharton, such a possibility seems unlikely, smaller-market schools are certainly already facing these direct challenges from online alternatives. It will continue to be interesting to see the role online education takes in preparing business professionals. Does the model need to replace the current structures, or can we create online options that supplement and further build the existing brands?

What are your thoughts?