The professor has been asked twice what is so Ateneo about the Ateneo Graduate School of Business (AGSB). Both times, he was unable to provide a concise answer. The AGSB website screens provide the complete answers. The AGSB value proposition is that business is about nation building, as exemplified by their motto "Our Country is Our Business" and Mulat Diwa program. The Ateneo in AGSB develops knowledgeable, skilled, and ethical business practitioners and leaders committed to nation building.

1. What is so Ateneo about the AGSB? Prof. Remigio Joseph De Ungria, MBA Marketing Professor, AGSB

2. Professor’s Note What’s so Ateneo About the AGSB? I have been asked this question only twice in my 13 years at the AGSB. 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. The second time was last week, by a 3 man, expert panel, evaluating my Digital marketing 360 plan, for relaunching the AGSB MBA brand. On both occasions, I came up short. These printscreens, from the AGSB website, provide the complete answers. - Prof. Bong De Ungria, Aug. 17, 2010 2

3. Search started in 1996...

4. After 12 years: Mulat Diwa,“Our Country is Our Business”

5. Operationalizing the AGSB value proposition of Mulat Diwa

6. Value-adding , sustainable, profitable nation-building...

7. The AGSB identity today defines “Who We Are”...

8. AGSB’s vision commits to nation-building...

9. AGSB’s mission is aligned with its Jesuit roots...

10. This is only 1 result for the AGSB alumni.

11. The greater good is nation-building.

12. Final Answers? What’s so Ateneo About the AGSB? 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. 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. The Ateneo in AGSB develops knowledgeable, skilled and ethical business practitioners and leaders committed to nation-building. - Prof. Bong De Ungria, Aug. 17, 2010 12

13. What is so Ateneo about the AGSB? Prof. Remigio Joseph De Ungria, MBA Marketing Professor, AGSB