IDEAS home Printed from https://ideas.repec.org/a/oec/edukaa/5l9g4tlg2skh.html
   My bibliography  Save this article

The Relationship Between Branding and Organisational Change

Author

Listed:
  • Bjørn Stensaker

Abstract

Increased national and international competition within higher education has triggered an interest in branding within the sector. Higher education institutions are, as a consequence, currently re-examining their profile and image. This article addresses the problems higher education institutions face in this process, and points to the benefits and dangers of branding as a strategy for survival in the higher education market. The aim of the article is to investigate the potential relationship between branding and organisational change. Drawing on recent insight into organisational theory, we discuss how branding, a process of linking organisational identity and the external image of a given organisation, can enhance institutional development and stimulate organisational change. We conclude that while a branding process with these characteristics is necessarily incremental and on-going, it can also maintain the social responsibility of higher education even in a period when the sector is becoming an industry.

Suggested Citation

  • Bjørn Stensaker, 2007. "The Relationship Between Branding and Organisational Change," Higher Education Management and Policy, OECD Publishing, vol. 19(1), pages 1-17.
  • Handle: RePEc:oec:edukaa:5l9g4tlg2skh
    DOI: 10.1787/hemp-v19-art1-en
    as

    Download full text from publisher

    File URL: https://doi.org/10.1787/hemp-v19-art1-en
    Download Restriction: Full text available to READ online. PDF download available to OECD iLibrary subscribers.

    File URL: https://libkey.io/10.1787/hemp-v19-art1-en?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Vásquez, Consuelo & Sergi, Viviane & Cordelier, Benoit, 2013. "From being branded to doing branding: Studying representation practices from a communication-centered approach," Scandinavian Journal of Management, Elsevier, vol. 29(2), pages 135-146.
    2. Damian Kedziora & Elzbieta Klamut & Timo Karri & Andrzej Kraslawski, 2017. "Higher Education Offshoring as an Innovative Response to Global Learning Challenges," International Journal of Management, Knowledge and Learning, International School for Social and Business Studies, Celje, Slovenia, vol. 6(2), pages 239-260.

    More about this item

    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:oec:edukaa:5l9g4tlg2skh. 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.

    We have no bibliographic references for this item. You can help adding them by using 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: the person in charge (email available below). General contact details of provider: https://edirc.repec.org/data/oecddfr.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.