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The University Brand As The Basis Of Its Competitiveness In The New Economy

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  • Aliaskarova Zhamilla A.

    (St. Petersburg State University)

Abstract

The article shows how the university's brand has become the most important factor of competitiveness in the New Economy. Indeed, the New Economy with its dominance of intangible assets and a focus on human capital, where the driver of economic growth is increasingly becoming a myth, it is the brand that becomes a critically important factor in the university's competitiveness. The article shows some cases of Russian universities, for example, HSE, for which brand is one of the most important factors of competitiveness.

Suggested Citation

  • Aliaskarova Zhamilla A., 2018. "The University Brand As The Basis Of Its Competitiveness In The New Economy," Annals of marketing-mba, Department of Marketing, Marketing MBA (RSconsult), vol. 1, April.
    • Handle: RePEc:mmb:journl:articl_v1_1_18
    as

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    References listed on IDEAS

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    2. Алпатов Геннадий Евгеньевич, 2009. "Опыт Комплексной Оценки Качества Подготовки Магистров," Vestnik of the St. Petersburg University. Series 5. Economics Вестник Санкт-Петербургского университета. Серия 5. Экономика, CyberLeninka;Федеральное государственное бюджетное образовательное учреждение высшего образования «Санкт-Петербургский государственный университет», issue 1, pages 159-164.
    3. Ищенко-Падукова Оксана Александровна & Мовчан Ирина Викторовна, 2017. "Экономическая Политика Импортозамещения: Институциональные Условия И Императивы Эффективности," Journal of Economic Regulation Journal of Economic Regulation (Вопросы регулирования экономики), CyberLeninka;Общество с ограниченной ответственностью «Гуманитарные перспективы», vol. 8(1), pages 76-84.
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    Keywords

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    JEL classification:

    • M13 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - New Firms; Startups
    • D11 - Microeconomics - - Household Behavior - - - Consumer Economics: Theory

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