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…

With internationalization now an imperative for institutions of higher learning around the world, this article examines the specific case of how France's elite engineering and business schools, known as the "grandes écoles," have taken on this challenge. Mobilizing work on organizational allomorphism and the "glonacal"…

Student recruitment is essential for higher education institutions. There are various strategies to consider when organising student admissions and meeting recruitment objectives. Coopetition, which can be defined as cooperating with competitors, is one of them. Our qualitative study examines the elements at stake for French business schools that…

Since the launch of the double world-class (DWC) project in 2015, China has entered into a new stage of building world-class universities. What makes China give up the existing projects for a new one? Towards the end of its first five-year cycle, has the version 2.0 of building world-class universities in China achieved the desired results? This…

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…

Recruitment is one of the main strategic tools for universities, which aim to hire the best possible candidates for their academic positions. However, not every institution can hire whom they perceive as the best. Our paper investigates what are perceived to be the most pressing hindrances to attracting the best researchers. We focus on national…

As the Chinese higher education market competition intensifies, attracting enough prospective students becomes a demanding task for many higher education institutions. Universities must develop more competitive marketing strategies to win the competition in the student recruitment market. The 7Ps marketing mix is one of the marketing concepts that…

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…

University rankings envision a level playing field between competing universities, particularly in higher education (HE) systems regulated along market lines. Drawing on social stratification theory, we argue that rankings exacerbate, rather than alleviate, resource inequalities between universities with historically consolidated reputations…

National brands of the Kazakh people are insufficiently researched based on the special criteria for defining the concept of a brand from a scientific perspective. This article is relevant in this context. Interest in branding and its formation is a topic staying relevant. It is a driving force behind globalization and international competition.…

In many parts of the world, university rankings are now more prevalent and popular than in the entire history of higher education. With growing attention paid to university rankings, the influence of such numbers is ubiquitous on higher education institutions as well as their stakeholders. Universities around the world implement various…

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…