Integration of principles for responsible management education principles (PRME) in Saudi Arabian universities: a thematic analysis of claims on university websites

Purpose Higher education is crucial for equipping future leaders to address global challenges, yet business schools face criticism for inadequately preparing students for ethical dilemmas and global issues. Implementing Principles for Responsible Management Education (PRME) can enhance universities’ legitimacy, reputation and competitiveness by showcasing their commitment to graduate students ready to tackle contemporary global challenges and attract international students. However, challenges, such as “symbolic adoption” and “decoupling,” can hinder full PRME integration. Institutional Theory suggests that societal norms and pressures influence organizations, including HEIs, to adopt new practices. While PRME integration in Western institutions has been well studied, its adoption in Saudi Arabia remains underexplored. This study aims to examine how Saudi universities incorporate PRME principles by analyzing their digital presence to evaluate their commitment to responsible management education and to identify areas for improvement. Design/methodology/approach This study used Netnography to analyze web content from Saudi Arabian universities to assess the integration of PRME principles into master’s business and management programs. University websites were examined as primary communication platforms that illustrate institutional alignment with responsible management education and sustainability initiatives. The sample included 16 public and 14 private universities offering master’s programs in management or business, selected from 65 universities in Saudi Arabia: 29 public and 36 private universities. The thematic analysis ensured the validity and reliability of the findings. Findings This study examined PRME adoption in Saudi Arabian universities through Institutional Theory and website analysis, highlighting the balance between global demand and local specifics, especially Vision 2030. Saudi universities encounter coercive, mimetic and normative pressures to adopt PRME principles for legitimacy internationally and domestically, in line with the global movement toward ethical, sustainable and socially responsible business education. The findings indicate a gap between PRME’s superficial adoption on websites and its integration into academia and operations, casting doubt on the authenticity of PRME implementation. This research offers insights for university leaders, policymakers and scholars to strategize for true PRME integration, advancing responsible management education in harmony with national goals. Originality/value This study contributes to the body of knowledge regarding the incorporation of PRME principles within higher education institutions in Saudi Arabia. Through an analysis of digital content, this study elucidates the strategic approaches and key focus areas adopted by universities to promote responsible management. Further empirical investigation is warranted to evaluate the practical implementation and consequential effects of PRME principles on pedagogical practices and academic outcomes in Saudi Arabian universities.