IDEAS home Printed from https://ideas.repec.org/p/hhs/nlsseb/2020_006.html
   My bibliography  Save this paper

Marks of distinction: Branding responses to market logics in schools

Author

Listed:
  • Dahle, Dag Yngve

    (School of Economics and Business, Norwegian University of Life Sciences)

Abstract

This study explores how public sector schools respond to marketization, especially related to branding strategies, and the consequences for governance and administraton of schools. Findings are analyzed in light of institutional logics theory. Drawing on a diverse set of data on public upper secondary schools in Oslo, Norway, the study reveals that market position dictates schools' responses to marketization, as privileged schools demonstrate branding of a more differentating character than the more generic branding of marginalized schools. Another finding is that marketization makes branding an inescapable feature of running a school. Consequently, a negative response, such as to avoid or defy branding, is not a realistic option for schools. For governance measures, however, it seems to be an effective marketization tool. However, as school responses are dictated by market position and economical resources, marginalized schools may become even more marginalized. The negative spiral represents a challenge to public administrators' effective governance of schools.

Suggested Citation

  • Dahle, Dag Yngve, 2020. "Marks of distinction: Branding responses to market logics in schools," Working Paper Series 6-2020, Norwegian University of Life Sciences, School of Economics and Business.
    • Handle: RePEc:hhs:nlsseb:2020_006
    as

    Download full text from publisher

    File URL: https://www.nmbu.no/download/file/fid/45744
    File Function: Full text
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Wæraas, Arild & Dahle, Dag Yngve, 2020. "When reputation management is people management: Implications for employee voice," European Management Journal, Elsevier, vol. 38(2), pages 277-287.
    2. Ulrika Leijerholt & Galina Biedenbach & Peter Hultén, 2019. "Branding in the public sector: a systematic literature review and directions for future research," Journal of Brand Management, Palgrave Macmillan, vol. 26(2), pages 126-140, March.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Anwar Sadat Shimul, 2022. "Brand attachment: a review and future research," Journal of Brand Management, Palgrave Macmillan, vol. 29(4), pages 400-419, July.
    2. Shaun M. Powell, 2019. "Journal of Brand Management: year end review 2019," Journal of Brand Management, Palgrave Macmillan, vol. 26(6), pages 615-620, November.
    3. Galina Biedenbach & Thomas Biedenbach & Peter Hultén & Veronika Tarnovskaya, 2022. "Organizational resilience and internal branding: investigating the effects triggered by self-service technology," Journal of Brand Management, Palgrave Macmillan, vol. 29(4), pages 420-433, July.
    4. Marwa Tourky & Sharina Osman & William S. Harvey, 2023. "Aligning employee and organizational values to build organizational reputation," Asian Business & Management, Palgrave Macmillan, vol. 22(4), pages 1618-1648, September.
    5. Fernanda Rodrigues Siqueira & Carlos André Silva Müller & Fábio Rogério Morais, 2023. "Public marketing to face wicked problems: theoretical essay for conceptual model construction," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 20(2), pages 477-489, June.
    6. Faraz Sadeghvaziri & Mohammad Azimi, 2022. "Employer brand identification: investigating the concept of employer brand identification in the military context," Journal of Business Economics, Springer, vol. 92(1), pages 1-26, January.
    7. Nader, Joelle & El-Khalil, Raed & Nassar, Elma & Hong, Paul, 2022. "Pandemic planning, sustainability practices, and organizational performance: An empirical investigation of global manufacturing firms," International Journal of Production Economics, Elsevier, vol. 246(C).
    8. Wioleta Kucharska, 2020. "Employee Commitment Matters for CSR Practice, Reputation and Corporate Brand Performance—European Model," Sustainability, MDPI, vol. 12(3), pages 1-16, January.
    9. Santos Márcia R. C. & Laureano Raul M. S., 2023. "Unveiling management trends in the public sector: A literature review and research agenda," Central European Journal of Public Policy, Sciendo, vol. 17(2), pages 63-81, December.

    More about this item

    Keywords

    Public sector branding; organizational branding; school marketization; institutional logics;
    All these keywords.

    JEL classification:

    • I28 - Health, Education, and Welfare - - Education - - - Government Policy

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hhs:nlsseb:2020_006. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Frode Alfnes (email available below). General contact details of provider: https://edirc.repec.org/data/ioumbno.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.