What Is So Ateneo About the AGSB?

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Our Country is Our Business is the unique value proposition of the Ateneo Graduate School of Business, as exemplified by its Mulat Diwa program

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What Is So Ateneo About the AGSB?

  1. 1. What is so Ateneo about the AGSB?<br />Prof. Remigio Joseph De Ungria, MBA<br />Marketing Professor, AGSB<br />
  2. 2. Professor’s Note<br />What’s so Ateneo About the AGSB?<br />I have been asked this question only twice in my 13 years at the AGSB. <br />The first time was by AGSB Dean Alfredo R.A. Bengzon, when he interviewed me in 1997 as part of my application to teach. While I was trying to come up with an answer, he proceeded to give me a 90 minute answer to the question.<br />The second time was last week, by a 3 man, expert panel, evaluating my Digital marketing 360 plan, for relaunching the AGSB MBA brand.<br />On both occasions, I came up short. These printscreens, from the AGSB website, provide the complete answers. <br />- Prof. Bong De Ungria, Aug. 17, 2010<br />2<br />
  3. 3. Search started in 1996...<br />
  4. 4. After 12 years: Mulat Diwa,“Our Country is Our Business”<br />
  5. 5. Operationalizing the AGSB value proposition of Mulat Diwa<br />
  6. 6. Value-adding , sustainable, profitable nation-building...<br />
  7. 7. The AGSB identity today defines “Who We Are”...<br />
  8. 8. AGSB’s vision commits to nation-building...<br />
  9. 9. AGSB’s mission is aligned with its Jesuit roots...<br />
  10. 10. This is only 1 result for the AGSB alumni.<br />
  11. 11. The greater good is nation-building.<br />
  12. 12. Final Answers?<br />What’s so Ateneo About the AGSB?<br />It is definitely not just about traditionalJesuit ideals of Magis (Excellence), CuralisPersonalis (Personal Care & Attention), Simul in ActioneContimplativus (Contemplative Even in Action). Not just being Primus Inter Pares (First Among Equals) or some Latin or English phrase of wisdom.<br />The AGSB value proposition is that business is not just for profits but for nation building, best exemplified by “Our Country is Our Business,” and its MulatDiwaprogram.<br />The Ateneo in AGSB develops knowledgeable, skilled and ethical business practitioners and leaders committed to nation-building.<br />- Prof. Bong De Ungria, Aug. 17, 2010<br />12<br />
  13. 13. What is so Ateneo about the AGSB?<br />Prof. Remigio Joseph De Ungria, MBA<br />Marketing Professor, AGSB<br />

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