WP09 Succeeding in the Business of Certification

This 2009 white paper, authored by Joan Knapp, PhD and Paul Grace, MS, CAE, describes the nature of the certification business and identifies the antecedents for having a successful program. These are the fundamental business tools and approaches that we all know (e.g., market and competitive analyses, business strategy and planning); however, in this paper they are applied to the certification enterprise. The paper is targeted to certification staff or Board members who are considering starting a program, adding credentials to an existing program, changing key program features, discontinuing a program, or wishing to maintain or enhance the success of an existing program. (c) 2009

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