Is There a Value Paradox of E-learning in MBA Programs?

Academic institutions invest considerable resources in improving the website quality of their MBA courses, in the hope of increasing student retention and willingness to recommend the programs to others. Despite this investment, it seems that the old "keep it simple" rule is also true for e-learning. Data collected from students enrolled in a blended distance learning MBA program at the Open University of Israel, shows that the students were most satisfied with the simple and relatively inexpensive e-learning tools, which did not require their active participation. The paper discusses bounded rationality and attention economy as suggested theoretical explanations for this phenomenon, as well as practical implications for academic institutions and educators.