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Management design as a strategic lever to add value to corporate reputation competitiveness in higher education institutions

2018Journal article Restricted access
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dc.contributor.authorMaduro, Soraia
dc.contributor.authorFernandes, Paula Odete
dc.contributor.authorAlves, Albano
dc.date.accessioned2018-07-18T08:51:37Z
dc.date.available2018-07-18T08:51:37Z
dc.date.issued2018
dc.description.abstractPurpose: The purpose of this paper is to aid the convergence of design and management as a strategic lever and innovative tool to improve corporate reputation in higher education institutions (HEIs), particularly in the Polytechnic Institute of Bragança, Portugal (IPB). Design/methodology/approach: SWOT analysis is used to identify strengths and weaknesses in the context of an organization’s internal competencies (identity) and opportunities and threats in an analysis of the organization’s external competitive context (image). Quantitative analysis was used based on questionnaires conducted with IPB community to analyse if differences exist between identity (staff) and image (students) and where there are design structures (website, visual identity, advertising and environment. Corporate character scale developed by Davies et al. (2003, 2004) was used. Findings: With the SWOT analysis, it is possible to outline IPB performance strategies that meet a positive reputation. A positive corporate reputation was found in IPB with the study of corporate character scale. It has been realized where there are differences from the point of view of identity and image, and thus, it is possible to indicate ideas of improvement to increase the competitiveness of HEIs. Research limitations/implications: The study is restricted to five schools of IPB. It would also be pertinent to broaden the scope of the stakeholders, encompassing the external community of the IPB that is extending the study to the external public, such as parents, companies, suppliers and secondary students. Practical implications: HEI competitiveness implies student recruitment and public policies. A positive reputation implies a positive brand image. Design competencies of the public higher education sector can go much further acting at the strategic level, establishing its directives of action in the markets where it operates to reflect its corporate reputation in a positive way in the mind of the consumer. Intangible assets such as identity, image and corporate reputation, appear as very valuable elements, presenting an increasing importance in the management of universities that entered a market context where sustainability requires the adoption of more entrepreneurial management guidelines. Originality value: The paper is useful for the professionals and academics in perceiving the importance of use management and strategical tools to identify HEI communication and reputation difficulties for a thorough design thinking that delineates solutions that leverage the competitiveness of service organizations such as HEIs.pt_PT
dc.description.versioninfo:eu-repo/semantics/publishedVersionpt_PT
dc.identifier.citationMaduro, Soraia; Fernandes, Paula O.; Alves, Albano (2018). Management design as a strategic lever to add value to corporate reputation competitiveness in higher education institutions. Competitiveness Review: An International Business Journal. ISSN 1059-5422 . 28:1, p. 75-97pt_PT
dc.identifier.doi10.1108/CR-04-2017-0029pt_PT
dc.identifier.urihttp://hdl.handle.net/10198/17812
dc.language.isoengpt_PT
dc.peerreviewedyespt_PT
dc.publisherPublished by Emerald Publishing Limitedpt_PT
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/pt_PT
dc.subjectDesign managementpt_PT
dc.subjectHEIpt_PT
dc.subjectStrategypt_PT
dc.subjectCorporate reputationpt_PT
dc.subjectPolytechnic Institute of Bragançapt_PT
dc.titleManagement design as a strategic lever to add value to corporate reputation competitiveness in higher education institutionspt_PT
dc.typejournal article
dspace.entity.typePublication
oaire.citation.endPage97pt_PT
oaire.citation.issue1pt_PT
oaire.citation.startPage75pt_PT
oaire.citation.titleCompetitiveness Review: An International Business Journalpt_PT
oaire.citation.volume28pt_PT
person.familyNameMaduro
person.familyNameFernandes
person.familyNameAlves
person.givenNameSoraia
person.givenNamePaula Odete
person.givenNameAlbano
person.identifierN-3804-2013
person.identifier.ciencia-id521D-E4C3-0500
person.identifier.ciencia-id991D-9D1E-D67D
person.identifier.ciencia-id281A-DD4A-2605
person.identifier.orcid0000-0002-8662-1857
person.identifier.orcid0000-0001-8714-4901
person.identifier.orcid0000-0001-9796-6810
person.identifier.scopus-author-id35200741800
rcaap.rightsrestrictedAccesspt_PT
rcaap.typearticlept_PT
relation.isAuthorOfPublicationb2ace0a2-1967-4fde-85a4-93df8b3761a5
relation.isAuthorOfPublication2269147c-2b53-4d1c-bc1b-f1367d197262
relation.isAuthorOfPublication80d7f985-d700-4911-8974-b2678816db35
relation.isAuthorOfPublication.latestForDiscovery2269147c-2b53-4d1c-bc1b-f1367d197262

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