Fostering HEI’s international image and reputation through RDI activity
Koskinen, Laura (2020)
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020060416849
https://urn.fi/URN:NBN:fi:amk-2020060416849
Tiivistelmä
Higher Education Institutions (HEIs) are involved in an increasingly tightening competition for resources, and international research, development and innovation (RDI) projects have a crucial role in securing external funding. A positive image and reputation can create competitive advantage for HEIs seeking to increase the volume of international RDI activities.
This research aims to understand how RDI activity contributes to the case organization, Turku University of Applied Sciences’ (TUAS) image and reputation, and which factors mainly influence international RDI partners’ perceptions of TUAS. The study focuses especially on international RDI stakeholders’ views on TUAS’ image and reputation. Thus, other forms of international cooperation, such as student and staff mobility or education export, are excluded from this study.
The theory part of this study discusses the concepts of image, reputation and marketing communications in a higher education context. Image and reputation are studied in relation to competitive advantage, while marketing communications is discussed as a means of maintaining and developing image and reputation.
The empirical part of this research was conducted as nine (9) semi-structured interviews to TUAS’ international RDI partners. Based on the findings of the interviews and theoretical framework, the study concludes with recommendations to consider in TUAS’ international marketing communications.
The results of the interviews indicate that TUAS is highly appreciated as an RDI partner, has a positive image and enjoys a good reputation among the interviewees. Previous collaboration, personal relations and word-of-mouth are particularly significant to the interviewees’ perception of TUAS. These insights form a basic framework for developing international marketing communications and fostering TUAS’ image and reputation.
This research aims to understand how RDI activity contributes to the case organization, Turku University of Applied Sciences’ (TUAS) image and reputation, and which factors mainly influence international RDI partners’ perceptions of TUAS. The study focuses especially on international RDI stakeholders’ views on TUAS’ image and reputation. Thus, other forms of international cooperation, such as student and staff mobility or education export, are excluded from this study.
The theory part of this study discusses the concepts of image, reputation and marketing communications in a higher education context. Image and reputation are studied in relation to competitive advantage, while marketing communications is discussed as a means of maintaining and developing image and reputation.
The empirical part of this research was conducted as nine (9) semi-structured interviews to TUAS’ international RDI partners. Based on the findings of the interviews and theoretical framework, the study concludes with recommendations to consider in TUAS’ international marketing communications.
The results of the interviews indicate that TUAS is highly appreciated as an RDI partner, has a positive image and enjoys a good reputation among the interviewees. Previous collaboration, personal relations and word-of-mouth are particularly significant to the interviewees’ perception of TUAS. These insights form a basic framework for developing international marketing communications and fostering TUAS’ image and reputation.