Three Root Causes for the Impasse in Reputation Measuremant for Higher Education Institutions

• Autorzy: Joern Redler , Petra Morschheuser

Warianty tytułu

Trzy główne przyczyny impasu w pomiarze reputacji instytucji szkolnictwa wyższego

• Języki publikacji: EN

Abstrakty

EN

Monitoring the reputation of Higher Education Institutions is a key challenge. Despite decades of research and theory in Higher Education marketing addressing this issue, a definitive method for capturing and monitoring reputation of such institutions has yet to emerge. This paper argues that research into a theoretically sound method for capturing and monitoring the reputation of Higher Education Institutions has stalled due to three significant obstacles: (a) the complexity of defining the construct of reputation itself, (b) ongoing disputes regarding the appropriate methods of measurement for the constructs of reputation, (c) insufficient tailoring of the construct of reputation to the distinctive nature of Higher Education Institutions. (original abstract)

Monitorowanie reputacji instytucji szkolnictwa wyższego jest kluczowym wyzwaniem. Pomimo dziesięcioleci badań i powstałych wielu teorii w zakresie marketingu szkolnictwa wyższego, nie pojawiła się jeszcze ostateczna metoda badania i monitorowania reputacji instytucji naukowych. W artykule wykazano, że badania nad teoretycznie rozsądną metodą rejestrowania i monitorowania reputacji instytucji szkolnictwa wyższego utknęły w martwym punkcie ze względu na trzy istotne przeszkody: (a) złożoność zdefiniowania samej konstrukcji reputacji, (b) trwające spory dotyczące odpowiednich metod pomiaru konstrukcji reputacji, (c) niedostateczne dopasowanie konstrukcji reputacji do specyfiki instytucji szkolnictwa wyższego. (abstrakt oryginalny)

Słowa kluczowe

EN

Higher education; Measurement; Marketing; Education management

PL

Szkolnictwo wyższe; Pomiary; Marketing; Zarządzanie szkolnictwem

• Czasopismo: Marketing Instytucji Naukowych i Badawczych
• Rocznik: 2024
• Numer: nr 2 (52)
• Strony: 26--45

Twórcy

autor

Joern Redler

• Mainz University of Applied Sciences, Germany

autor

Petra Morschheuser

• Baden-Wuerttemberg Cooperative State University Mosbach, Germany

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Identyfikatory

DOI

10.2478/minib-2024-0008