Reputation management (RM) is initially applied within business research, whereas under the premise of commercialisation of higher education (HE), this concept has been widely studied in HE realm. China, as one of the emerging countries in global competitions, RM was initially borrowed from Anglo-Saxon HE, and it gradually developed in Chinese HE.…

This study extends our knowledge of internal branding in the context of employees in the higher education sector. Employing a quantitative methodology in UK universities, a conceptual model is presented and tested on 235 employees. Internal market orientation (IMO) is examined as a management tool to drive employees' university brand commitment…

Purpose: The purpose of this paper is to extend existing research on stakeholder orientation (SO) on higher education institutions (HEIs) by segmenting Spanish public universities based on their perceived levels of SO and describing the profiles of the different segments identified. Given that being stakeholder-oriented, as well as being…

This paper reports on recent research aimed at assessing how the management of the undergraduate student experience in English higher education is changing in the light of the new tuition fee regime introduced in 2012, as well as other government policies aimed at creating market-type pressures within the higher education sector. A distinction was…

This article places developments in Polish public higher education (HE) in the broader context of the literature on HE governance and, in particular, marketization. The Polish case stands out due to the parallel existence of prestigious large universities with long histories of scientific advancement and the largest number of private HE…

The last 5 years have seen a growing number of universities use social media services such as Twitter, Facebook and YouTube to engage with past, present and prospective students. More recently still, a number of universities have published policy or guidance documents on the use of social media for a range of university-related purposes including…