Determinants of Building Image and Reputation of University Towards Its Stakeholders
Krzysztof Gołata
Poznań University of Economics and Business, Department of Economic Publicity and Public RelationsPoland
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oraz Bogdan Sojkin
Poznań University of Economics and Business, Product Marketing DepartmentPoland
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09 kwi 2020
O artykule
Data publikacji: 09 kwi 2020
Zakres stron: 29 - 56
DOI: https://doi.org/10.2478/minib-2020-0008
Słowa kluczowe
© 2020 Krzysztof Gołata et al., published by Sciendo
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.
The aim of the article is describinig the role and place of image and reputation in a university and research institution in the process of competing on the education market. The article presents current views on the scope of these concepts as well as the mutual relations between the image and reputation in business entities. The fundamental importance of university relations with internal and external stakeholders in shaping both image and reputation was pointed out. The second part presents a set of image and reputation determinants in the case of a university. In addition, the role and place of the university rector was emphasized in building the image and reputation of the parent university in the light of Act 2.0.