A College at the Crossroads: The Case of the College of Business Administration at Abu Dhabi University

The College of Business Administration at Abu Dhabi University, a private university in the United Arab Emirates, has been experiencing a decline in enrollment for several years. This decline in enrollment is believed to be associated with a number of internal and external factors, such as intense competition from local and international universities, aftereffects of an economic downturn in the country, fading popularity of business degrees, and many others. Despite the college obtaining Association to Advance Collegiate Schools of Business (AACSB) accreditation and implementing a number of enrollment management indicatives, the problem of low enrollment remains. Since student tuition is the main source of funds for the university, the problem of low student enrollment should be addressed swiftly