The ever-expanding role of marketing and its increasing influence as a primary driver for colleges and universities to grow awareness and consideration, invite applications, and deliver enrollment yield is more critical and relied on than ever. The marketing function's rise to prominence in higher education is fueled by many external forces,…

The allocation of financial resources in higher education has always been a hot topic of concern in academia and society. The measurement and evaluation of the allocation efficiency of higher education financial resources from the perspective of 'Double first-class' construction is the most important initiative to improve the quality of higher…

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…

There is scarce research classifying and investigating the relationship between B2C and C2C value co-creation. Based on the value co-creation theory and literature on brand awareness, this study developed a research framework to demonstrate the relationships between B2C and C2C value co-creation constructs, with the mediation of brand awareness. A…

This qualitative phenomenological study explored the perceptions of National Collegiate Athletic Association (NCAA) coaches on name, image, and likeness (NIL) to examine the effect NIL has on the NCAA dual mission of amateurism and education. The research questions were: (1) What were the perceptions of coaches regarding NIL in NCAA schools? (2)…

This article examines how university presidents who led their institutions to achieve Carnegie "R1 Highest Research Activity" managed policy tensions created by prestige priorities and worked with groups and coalitions internally and externally. Striving to achieve R1 status requires U.S. universities to re-calibrate their focus,…

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"…

Higher education institutions increasingly live in environments in which they are subject to evaluation and rankings. We examine the way in which Italian (mostly public) universities adapted to the new landscape created by the official research assessments, which have produced rankings at national level, published in 2013 and 2016. We compare the…

This paper focuses on educational equity in China using the experience of school choice reform in Shanghai. The education authority in Shanghai has launched a host of policy measures to address "school choice fever" (zexiao re) where parents compete to enrol their children in a top-performing school. The policy initiative has been…

Pop culture has served as a catalyst for leadership development, both creating and manufacturing culture while also creating the parameters for us to understand culture in a public context. While pop culture has influenced how people engage with leadership development across contexts, celebrities have been the manifestation of pop culture…

"Elite" and "flagship" are two influential groupings used to conceptualize differences among higher education institutions, but rarely defined. We derive common features attributed to these groupings from a content analysis of 40 years of higher education literature. Next, we explore the relationship of these features to other…

Chinese higher education institutions are facing an increasing threat of campus crises, especially the academic and sexual misconduct of faculty members, which have caused severe impacts on the reputation and development of universities and colleges. Crisis communication strategies are one of the critical measures for universities and colleges to…

A comprehensive understanding of value creation in higher education institutions (HEIs) and the organisational practices that drive this value is essential for strategic management. Grounded in stakeholder theory, this study adopts Harrison and Wicks' model to examine the perceptions of five stakeholder groups regarding key drivers of value. The…

Objectives: Previous research highlights the strong correlation between certain personality traits and individual career adaptability levels, yet the role of competitive personality remains underexplored. This study aims to fill the gaps by assessing the relationship between competitive attitudes and career adaptability among Chinese college…

This study explores the influence of student-generated electronic word-of-mouth (eWOM) on university image within the context of an increasingly competitive higher education landscape. Drawing on social identity and congruence theories, we examine how both satisfied and dissatisfied students' positive and negative eWOM influences the higher…