Positioning strategies and rankings in the HE: congruence and contradictions

Basit Öğe Kaydı
dc.authoridKethuda, Onder/0000-0002-7661-2009
dc.contributor.authorKethüda, Önder
dc.date.accessioned2021-12-01T18:47:18Z
dc.date.available2021-12-01T18:47:18Z
dc.date.issued2021
dc.departmentDÜ, Akçakoca Turizm İşletmeciliği ve Otelcilik Yüksekokuluen_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.en_US
dc.identifier.doi10.1080/08841241.2021.1892899
dc.identifier.issn0884-1241
dc.identifier.issn1540-7144
dc.identifier.scopus2-s2.0-85101609146en_US
dc.identifier.scopusqualityQ2en_US
dc.identifier.urihttps://doi.org/10.1080/08841241.2021.1892899
dc.identifier.urihttps://hdl.handle.net/20.500.12684/10222
dc.identifier.wosWOS:000621684000001en_US
dc.identifier.wosqualityQ1en_US
dc.indekslendigikaynakWeb of Scienceen_US
dc.indekslendigikaynakScopusen_US
dc.institutionauthorKethuda, Onder
dc.language.isoenen_US
dc.publisherRoutledge Journals, Taylor & Francis Ltden_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/closedAccessen_US
dc.subjectBrand positioningen_US
dc.subjectpositioning strategyen_US
dc.subjectuniversity brandingen_US
dc.subjectrankingen_US
dc.subjectSignaling theoryen_US
dc.subjectinformation asymmetryen_US
dc.titlePositioning strategies and rankings in the HE: congruence and contradictionsen_US
dc.typeArticleen_US

Dosyalar

Orijinal paket
Listeleniyor 1 - 1 / 1
Küçük Resim Yok
İsim:
10222.pdf
Boyut:
1.82 MB
Biçim:
Adobe Portable Document Format
Açıklama:
Tam Metin / Full Text
İndir

Koleksiyon

WoS İndeksli Yayınlar Koleksiyonu
Scopus İndeksli Yayınlar Koleksiyonu