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ERIC Number: EJ955786
Record Type: Journal
Publication Date: 2012
Pages: 21
Abstractor: As Provided
Reference Count: 82
ISSN: ISSN-1358-3883
Between Mission and Market Position: Empirical Findings on Mission Statements of German Higher Education Institutions
Kosmutzky, Anna
Tertiary Education and Management, v18 n1 p57-77 2012
Higher education institutions on their way to quasi-markets have to identify their distinct characteristics and nowadays, most of the German universities have published a mission statement. But since the tasks and mission of German universities are set for them by state regulation, the paper analyses for what mission statements have been introduced and what universities are stating in their mission statements. Addressing this question, the article reveals that mission statements contribute to constructing corporate images. Instead of defining a single overarching organizational identity that is distinct from other universities, mission statements express the tasks and missions that are set for them by higher education law and supplement these missions with distinct images. An important implication of this symbolic profile-building is that the underlying intuitional models of these images are related to the history, subject profile and often geographical location of the universities and thus, contribute to creating competitive fields of universities. (Contains 1 figure, 1 table and 6 notes.)
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Publication Type: Journal Articles; Reports - Evaluative
Education Level: Higher Education; Postsecondary Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: Germany