University Management: From Successful Corporate Culture to Effective University Branding

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• 作者：Nailya G. Bagautdinova^a ; Yuliya N. Gorelova^b ; ^{gorelovajuliya@gmail.com" class="auth_mail" title="E-mail the corresponding author} ; Oksana V. Polyakova^c
• 关键词：mission ; environment ; strategy ; corporate culture ; academic culture ; corporate visual identity ; internal branding efforts ; communication model.
• 刊名：Procedia Economics and Finance
• 出版年：2015
• 出版时间：2015
• 年：2015
• 卷：26
• 期：Complete
• 页码：764-768
• 全文大小：115 K

文摘

The objective of the article is to define a framework for evaluating the state of the corporate culture at Higher Educational Institution (HEI) after reorganization. Using the case study of Kazan Federal University the research establishes the connection between the academic culture and corporate visual identity of HEI; highlights the need to interweave external brand promises with internal branding efforts not to lose its credibility. The study emphasizes the link between the choice of potential consumers evaluating a complex intangible offering of the university and the degree to which people within organization use the university brand value in their everyday work.