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Branding of Flemish higher education institutions: a strategic balance perspective

Jelle Mampaey (UGent) , Jeroen Huisman (UGent) and Marco Seeber (UGent)
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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.
Keywords
ORGANIZATIONS, TRANSFORMATIONS, UNIVERSITY, MISSION, SYSTEM, branding, Flemish universities, multiple case study, strategic balance

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Citation

Please use this url to cite or link to this publication:

MLA
Mampaey, Jelle, Jeroen Huisman, and Marco Seeber. “Branding of Flemish Higher Education Institutions: a Strategic Balance Perspective.” HIGHER EDUCATION RESEARCH & DEVELOPMENT 34.6 (2015): 1178–1191. Print.
APA
Mampaey, J., Huisman, J., & Seeber, M. (2015). Branding of Flemish higher education institutions: a strategic balance perspective. HIGHER EDUCATION RESEARCH & DEVELOPMENT, 34(6), 1178–1191.
Chicago author-date
Mampaey, Jelle, Jeroen Huisman, and Marco Seeber. 2015. “Branding of Flemish Higher Education Institutions: a Strategic Balance Perspective.” Higher Education Research & Development 34 (6): 1178–1191.
Chicago author-date (all authors)
Mampaey, Jelle, Jeroen Huisman, and Marco Seeber. 2015. “Branding of Flemish Higher Education Institutions: a Strategic Balance Perspective.” Higher Education Research & Development 34 (6): 1178–1191.
Vancouver
1.
Mampaey J, Huisman J, Seeber M. Branding of Flemish higher education institutions: a strategic balance perspective. HIGHER EDUCATION RESEARCH & DEVELOPMENT. 2015;34(6):1178–91.
IEEE
[1]
J. Mampaey, J. Huisman, and M. Seeber, “Branding of Flemish higher education institutions: a strategic balance perspective,” HIGHER EDUCATION RESEARCH & DEVELOPMENT, vol. 34, no. 6, pp. 1178–1191, 2015.
@article{5754155,
  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.}},
  author       = {{Mampaey, Jelle and Huisman, Jeroen and Seeber, Marco}},
  issn         = {{0729-4360}},
  journal      = {{HIGHER EDUCATION RESEARCH & DEVELOPMENT}},
  keywords     = {{ORGANIZATIONS,TRANSFORMATIONS,UNIVERSITY,MISSION,SYSTEM,branding,Flemish universities,multiple case study,strategic balance}},
  language     = {{eng}},
  number       = {{6}},
  pages        = {{1178--1191}},
  title        = {{Branding of Flemish higher education institutions: a strategic balance perspective}},
  url          = {{http://dx.doi.org/10.1080/07294360.2015.1024634}},
  volume       = {{34}},
  year         = {{2015}},
}

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