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Autor/inn/en | Mampaey, Jelle; Huisman, Jeroen; Seeber, Marco |
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Titel | Branding of Flemish Higher Education Institutions: A Strategic Balance Perspective |
Quelle | In: Higher Education Research and Development, 34 (2015) 6, S.1178-1191 (14 Seiten)Infoseite zur Zeitschrift
PDF als Volltext |
Sprache | englisch |
Dokumenttyp | gedruckt; online; Zeitschriftenaufsatz |
ISSN | 0729-4360 |
DOI | 10.1080/07294360.2015.1024634 |
Schlagwörter | Higher Education; Foreign Countries; Educational Administration; Strategic Planning; Competition; Universities; Case Studies; Institutional Characteristics; Institutional Advancement; Institutional Mission; Social Justice; Educational Quality; Efficiency; Qualitative Research; Statistical Analysis; Belgium Hochschulbildung; Hochschulsystem; Hochschulwesen; Ausland; Bildungsverwaltung; Schuladministration; Schulverwaltung; Strategy; Planning; Strategie; Planung; Wettkampf; University; Universität; Case study; Fallstudie; Case Study; nicht übertragen; Soziale Gerechtigkeit; Quality of education; Bildungsqualität; Effectiveness; Effektivität; Wirkungsgrad; Qualitative Forschung; Statistische Analyse; Belgien |
Abstract | Branding of higher education institutions (HEIs) is an expanding area of research. The existing literature mainly draws on the strategic management perspective that argues that HEIs are pressured to develop brands which differentiate them from their competitors. Past studies, however, do insufficiently take into account that most HEIs are positioned in systems that contain both competitive pressures (to differentiate) and institutional pressures (to meet taken-for-granted expectations), where neither of the pressures is clearly dominant. Our multiple case study of the five Flemish universities finds that branding can simultaneously address competitive and institutional pressures and that the universities studied combine aspects of distinctiveness with elements of similarity. (As Provided). |
Anmerkungen | Routledge. Available from: Taylor & Francis, Ltd. 325 Chestnut Street Suite 800, Philadelphia, PA 19106. Tel: 800-354-1420; Fax: 215-625-2940; Web site: http://www.tandf.co.uk/journals |
Erfasst von | ERIC (Education Resources Information Center), Washington, DC |
Update | 2020/1/01 |