Positioning strategies and rankings in the HE: congruence and contradictions

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dc.contributor.authorKethüda, Önder
dc.date.accessioned2025-10-11T20:45:22Z
dc.date.available2025-10-11T20:45:22Z
dc.date.issued2023
dc.departmentDüzce Üniversitesien_US
dc.description.abstractPositioning strategy and ranking are critical issues in an increasingly competitive higher education landscape. Unless there is conceptual congruence between positioning strategies and rankings, the signals may become diffused and confusing for prospective students. This paper seeks the congruence between positioning strategies and ranking. Since without a validated typology of positioning strategies, such congruence cannot be sought, this paper firstly aims to develop an empirically derived typology of positioning strategies for HEIs. The population consists of HEIs in the UK. Content analysis was used to analyze the WebPages of HEIs to identify positioning bases, and congruence and contradictions between those positioning bases and ranking were identified by correspondence analysis. As a result, a new positioning typology consisting of eight bases, which are top of the range, campus life experience, internationalization, teaching excellence, research quality, graduates prospects, location, and value for money, was identified. In conclusion, HEIs are categorized into three different groups as Leaders and Challengers, Followers, and Nichers and Cost Leaders, and recommendations about how to guarantee congruence between positioning strategy and ranking were made. HEIs should choose positioning bases in line with their rankings since congruence strengthens the position in the minds. © 2023 Elsevier B.V., All rights reserved.en_US
dc.identifier.doi10.1080/08841241.2021.1892899
dc.identifier.endpage123en_US
dc.identifier.issn0884-1241
dc.identifier.issn1540-7144
dc.identifier.issue1en_US
dc.identifier.scopus2-s2.0-85101609146en_US
dc.identifier.scopusqualityQ1en_US
dc.identifier.startpage97en_US
dc.identifier.urihttps://doi.org/10.1080/08841241.2021.1892899
dc.identifier.urihttps://hdl.handle.net/20.500.12684/21317
dc.identifier.volume33en_US
dc.indekslendigikaynakScopusen_US
dc.institutionauthorKethüda, Önder
dc.language.isoenen_US
dc.publisherRoutledgeen_US
dc.relation.ispartofJournal of Marketing for Higher Educationen_US
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanıen_US
dc.rightsinfo:eu-repo/semantics/openAccessen_US
dc.snmzKA_Scopus_20250911
dc.subjectBrand Positioningen_US
dc.subjectInformation Asymmetryen_US
dc.subjectPositioning Strategyen_US
dc.subjectRankingen_US
dc.subjectSignaling Theoryen_US
dc.subjectUniversity Brandingen_US
dc.titlePositioning strategies and rankings in the HE: congruence and contradictionsen_US
dc.typeArticleen_US

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