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Omdømmehåndtering i høyere utdanning: Argumentasjon og selvfremstilling i studiekataloger
Örebro University, School of Humanities, Education and Social Sciences.ORCID iD: 0000-0001-8500-1114
University of Bergen, Bergen, Norway.
2018 (Norwegian)In: Nordiske organisasjonsstudier, ISSN 1501-8237, Vol. 20, no 1, p. 45-66Article in journal (Refereed) Published
Abstract [en]

Reputation management is an important practice for contemporary highereducation institutions. In this article, the viewbooks of 9 Norwegian universitiesand university colleges are analyzed. We find that higher educationinstitutions often communicate a complex, diverse and sometimes evencontradictory profile towards prospective students. Further, we find manysimilarities between the different viewbooks, and a limited degree of sharpdistinctions towards competitors. This is not in line with the dominatingrecommendations of the management literature on the topic, claiming thata strong reputation is built through consistent communication and differentiationvis-à-vis competitors. We ask if the findings signalize an institutionalizationof the image of which characteristics a “good higher educationinstitutions” must possess, limiting the space for reputation building througha more singular and distinct profile. Higher education institutions must payattention to diverse (and often conflicting) goals and values in their reputationmanagement, and incorporate them simultaneously in their communicationto achieve legitimacy.

Place, publisher, year, edition, pages
Fagbokforlaget, 2018. Vol. 20, no 1, p. 45-66
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:oru:diva-71286OAI: oai:DiVA.org:oru-71286DiVA, id: diva2:1276982
Available from: 2019-01-09 Created: 2019-01-09 Last updated: 2019-01-11Bibliographically approved

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Sataøen, Hogne L.

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Citation style
  • apa
  • harvard1
  • ieee
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  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf