Hi there, "reapplicant friendly" is a lot like "career switcher friendly" in that most schools can be presumed to be neutral to positive unless proven otherwise. I have heard that HBS is tougher on reapplicants, but that could have as much do to with the fact that HBS is looking for a younger class and also a "rock star" class, so the note of failure could do more damage there than at most schools.
I believe that Wharton used to be more reapplicant friendly to be honest, actually going out of their way to look for a self-selecting pool with true, intentional focus on Wharton. But the applicant pool has become so sophisticated (Exhibit A: my career, Exhibit B: this forum) that I don't believe they put as much stock in that as they used to.
As with being a career switcher, the key is not just identifying the "stay away" schools (HBS for reapplicants, a school like Columbia for career switchers), but crafting a really powerful narrative for why. The analogy is apt. A career switcher has to really show transferable skills that will propel them - with an MBA - into a new line of work. A reapplicant has to really show the kind of career vision and school fit that warrants going through the exercise again.
We work with a TON of reapplicants, almost always people who went through the process solo and now realize they need help. Almost all of them failed in those two areas the first time around - failure to articulate the proper career vision and failure to showcase proper school fit. It often is as simple as fixing those two issues to change the results. Sometimes it was growth needed in career path, better GMAT, etc., but it was often just the way things were packaged.
I encourage you to find a vetted consultant to help you package yourself this time around. It will make the most difference. (Yes, I know that sounds self-serving, but frankly, we will probably be full for Round 1 anyway, so I'm not trying to scare anyone into working with us.)
Hope this helps.
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