Purpose: The study aims to explore strategic employer brand management by combining experiences of multiple organizations. In particular, the purpose is to identify what strategic management processes managers consider relevant to employer brand management for small- and medium-sized enterprises (SMEs). Design/methodology/approach: This study took…

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…

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…

This paper investigates publication strategies of the most distinguished local government researchers in eight European countries. Drawing upon dependency theory, accumulative advantage theory and 'utility maximizing' theory, we compare publication strategies of scholars from countries that vary in terms of the distance from the core of academic…

This article contributes to the debate on university organisational actorhood by surveying the drivers of university strategic behaviour and choice. Utilising organisational literature and interviews with senior leaders from three Canadian research-intensive universities, the article elucidates the dynamics underlying universities' behaviours…

The internationalization of universities has become increasingly important in recent decades. A dominant internationalization model, influenced by principles of new public management, has emerged. Latin American universities have undergone significant changes as a result of this trend. This paper takes inspiration from the sociology of translation…

Although internationalisation underpins many practices in higher education, its adopted approaches can be uneven between institutions and create ambiguous conceptualisations of how it is enacted in practice. Therefore, a whole-sector analysis can provide insight into whether spaces exist for new and innovative approaches to internationalisation,…

Following major strategic policy reforms and transformations in the higher education sector, branding as a strategic resource has become an integral part of the strategic decisions of higher education institutions (HEIs). However, despite a plethora of studies about HEI branding, very little is known about university brand evangelists as an…

One of the goals of China's 'Double First-class' initiative is to boost the top-notch disciplines in those next-to-top universities and allow their differentiated paths towards development. This study investigates Chinese universities' policy interpretations and strategic responses to this national initiative through a social network analysis of…

Existing literature on university brand loyalty (UBL) has less focused on a marketing-oriented perspective, or relationship marketing, and its impact on testing UBL. The aim of this study is to identity the roles and impacts of trust and commitment, which are main factors that create a relationship, in the relationship between university service…

The lack of understanding and application of marketing in universities necessitates research to improve satisfaction, permanence, lasting relationships, and brand identity, and to promote creativity and innovation in education. The objective of this research is to identify how higher education management innovates to build brand identity.…

Foresight studies conducted by the College of Social Work at Assiut University, Egypt, have enabled us to identify key variables that may enhance its strength by 2030. This study presents a conceptual framework based on the methodology and findings of implementing the Matrix of Cross Impacts Multiplication Applied to a Classification (MICMAC)…

This study aims to develop a comprehensive HEI choice intention (CI) model to understand how social influence (SI), brand equity (BE), and HEI factors influence attitude toward HEI (HEIA) as well as how the HEI attitude is a mediator of the relationship of these variables with the HEI CI. Data collected from 1633 high school seniors via online…

Through activities such as institutional partnerships, scholarships, mobility and, most recently, offshore campuses and satellite offices, universities and their nations of origin have furthered their relationship with key-countries. This paper aims to understand what factors universities considered when choosing the host country of their…

This paper examines interactions between the presence of top-ranked universities and other conditions that encourage regional competitiveness. Fuzzy-set qualitative comparative analysis (fsQCA) was conducted to assess the combined effect of the conditions. The analysis yields several noteworthy conclusions. First, no single condition is necessary…