Organisations usually address their stakeholders in their external communication.
We can argue, that in case of higher education institutions, the most important stakeholders
are the students. Accordingly, to answer the question how students are addressed by
business schools, we have investigated the mission statements of the top 100 business
schools based on Times Higher Education list in 2019. These expressions are not only
identity markers delineating the ideal students, but also invoke different feelings
and images. Our results highlighted the complex nature of business schools balancing
between academic and business-related professional language use.
