Universities are specific local entities, and as such are in competition with one another for resources and prestige. The general tone of the literature--which sees universities mainly as specific organizations--is quite negative, with competition leading to destructive market and political forces. The tone is surprising, given the extraordinary…

Initiatives to build research universities to have world-class universities, the creator and the disseminator of scientific knowledge in knowledge-based economies, are among the most important policy reactions in higher education systems. With an increase in demands on greater accountability, transparency, and efficiency, studies investigating the…

With increased competition for talented students and academic staff, many universities have recognised the importance of brand building to better position in the field. This study selected a recently founded public university in China as the case to explore in what way a young university's brand is constructed and to what extent such a brand is…

Higher Education Institutions face a highly competitive climate nowadays. Thus, these institutions need to increase their market orientation and, a key factor, stakeholders' loyalty. In this paper, a model of high predictive power of loyalty is tested for a medium-sized European university, using a sample of 4023 individuals, including students,…

In the context of the internationalization and marketization of higher education, it has become a trend for a nation to build its higher education brand for global competitiveness. This paper analyses what is seen as the urgent need to enhance China's international education strategy and how branding has assisted in this process. Drawing on…

Through the market-based conception of neoliberal performativity, an interlocking set of socio-economic agendas integrate higher education (HE) in state-level systems of production and accumulation. Within the scope of globalism, the capacity to develop competitive human capital emerges as a proxy indicator of achievement amongst institutions of…

For two centuries, academics and their universities have competed for prominence and vied to demonstrate that their institutions are at the center of the scholarly world. Scientific advances in particular fields, reciprocal academic visits and conferences, impressive physical architecture, and publishing in shared venues and a "lingua…

Purpose: The purpose of this study is to review university social responsibility (USR) using a well-known quantitative approach of bibliometric analysis. Compared to corporate social responsibility (CSR), USR is in its infancy stage, requiring further exploration of its meaning and impact toward higher education institutions (HEIs).…

Social media technologies (SMTs), online brand communities, and social customer relationship management (SCRM) Capabilities play an indispensable role in the engagement and loyalty-building of university students to achieve a sustainable university reputation. This study provides pioneering input for higher education institutions (HEIs) by…

This study examines the critical role that marketing plays within the realms of public four-year higher education institutions (HEIs) in the United States, all through the lens of HEI presidents. The context is a higher education market that is rapidly evolving, stirred by fierce competition, shifting societal norms, the COVID-19 pandemic…

South Korea implemented many-pronged educational reforms, notably to transition from heavy reliance on a high-stakes standardised test to more diversified assessment for university admissions. Nonetheless, this effort created another arena of competition towards meritocratic credentials--such as academic publications. The South Korean government,…

The discourse regarding globalisation and particularly 'global competition' has appeared in a range of socio-economic areas and higher education is no exception. Global competition has been the policy context in which a range of national excellence initiatives have been developed. These have often involved competitive processes with significant…

Purpose: A university's brand is a key competitive advantage in higher education (HE). This study examines the university's reputation's intermediary impact on core services (emotional environment, perceived faculty and course suitability) and brand loyalty in private universities in Iran. Design/methodology/approach: A quantitative method was…

The multi-billion-dollar university rankings industry purports to offer insights into the quality of institutions, but the extent to which it does so has consistently been refuted. Critics argue that problematic proxies, composite indexing, homogenising effects, and several other issues make them both unscientific and neo-colonial. This article…

Organizations are building sustainable practices due to newer regulations and a commitment to the greater good. They are targeting the majority of consumers who want to live a sustainable lifestyle. As a result, universities have an opportunity to integrate sustainability topics into their coursework. This study addresses a curriculum gap that…