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Strategic marketing of educational institutions

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conference contribution
posted on 2010-01-01, 00:00 authored by H Huang, Wayne Binney, Anne-Marie Hede
Strategy development in higher education (HE) institutions has not been investigated a great extent. To address this issue, this study reports on the first stage of a larger investigation of strategy development in HE. The theoretical background draws on two theories of strategy and competitive advantage, namely, industrial organisation (IO) and resource-based view (RBV). These are used to guide 32 in-depth interviews that explore the elements of external industry structure, internal resources and capabilities, and institutional performance with senior HE decision-makers. Factors of competitive advantage and the indicators of institutional performance identified in the study verify and further develop the limited understanding relating to strategic marketing of educational institutions.

History

Pagination

1 - 9

Location

Christchurch, New Zealand

Open access

  • Yes

Start date

2010-11-29

End date

2010-12-01

ISBN-13

9780473178208

Language

eng

Notes

Reproduced with the kind permission of the copyright owner.

Publication classification

E1.1 Full written paper - refereed

Copyright notice

2010, ANZMAC

Title of proceedings

ANZMAC 2010 : Doing more with less : Proceedings of the 2010 Australian and New Zealand Marketing Academy Conference

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