КФУ. Карточка публикации. University Management: From Successful Corporate Culture to Effective University Branding

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UNIVERSITY MANAGEMENT: FROM SUCCESSFUL CORPORATE CULTURE TO EFFECTIVE UNIVERSITY BRANDING

Форма представления

Статьи в зарубежных журналах и сборниках

Год публикации

2015

Язык

английский

Авторы, сотрудники КФУ

Багаутдинова Наиля Гумеровна, автор

Горелова Юлия Николаевна, автор

Полякова Оксана Викторовна, автор

Библиографическое описание на языке оригинала

Nailya G. Bagautdinova, Yuliya N. Gorelova, Oksana V. Polyakova. University Management: From Successful Corporate Culture to Effective University Branding (Управление вузом: от успешной корпоративной культуры до эффективного формирования бренда университета). Original Research Article Procedia Economics and Finance, Volume 26, 2015, Pages 764-768

Аннотация

The objective of the article is to define a framework for evaluating the state of the corporate culture at Higher Educational Institution (HEI) after reorganization. Using the case study of Kazan Federal University the research establishes the connection between the academic culture and corporate visual identity of HEI; highlights the need to interweave external brand promises with internal branding efforts not to lose its credibility. The study emphasizes the link between the choice of potential consumers evaluating a complex intangible offering of the university and the degree to which people within organization use the university brand value in their everyday work.

Ключевые слова

mission; environment; strategy; corporate culture; academic culture; corporate visual identity; internal branding efforts; communication model.

Название журнала

Procedia Economics and Finance

URL

http://www.sciencedirect.com/science/article/pii/S2212567115008369

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https://repository.kpfu.ru/?p_id=116630

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Полная запись метаданных

Поле DC	Значение	Язык
dc.contributor.author	Багаутдинова Наиля Гумеровна	ru_RU
dc.contributor.author	Горелова Юлия Николаевна	ru_RU
dc.contributor.author	Полякова Оксана Викторовна	ru_RU
dc.date.accessioned	2015-01-01T00:00:00Z	ru_RU
dc.date.available	2015-01-01T00:00:00Z	ru_RU
dc.date.issued	2015	ru_RU
dc.identifier.citation	Nailya G. Bagautdinova, Yuliya N. Gorelova, Oksana V. Polyakova. University Management: From Successful Corporate Culture to Effective University Branding (Управление вузом: от успешной корпоративной культуры до эффективного формирования бренда университета). Original Research Article Procedia Economics and Finance, Volume 26, 2015, Pages 764-768	ru_RU
dc.identifier.uri	https://repository.kpfu.ru/?p_id=116630	ru_RU
dc.description.abstract	Procedia Economics and Finance	ru_RU
dc.description.abstract	The objective of the article is to define a framework for evaluating the state of the corporate culture at Higher Educational Institution (HEI) after reorganization. Using the case study of Kazan Federal University the research establishes the connection between the academic culture and corporate visual identity of HEI; highlights the need to interweave external brand promises with internal branding efforts not to lose its credibility. The study emphasizes the link between the choice of potential consumers evaluating a complex intangible offering of the university and the degree to which people within organization use the university brand value in their everyday work.	ru_RU
dc.language.iso	ru	ru_RU
dc.subject		ru_RU
dc.title	University Management: From Successful Corporate Culture to Effective University Branding	ru_RU
dc.type	Статьи в зарубежных журналах и сборниках	ru_RU