Due to their important roles in organizational performance, internal marketing and organizational citizenship behavior have become more interesting subjects among researchers and practitioners. However, empirical research is limited in the literature, and the relationship between these two variables in higher educational institutions is not clear.…

Enrollment success at private colleges and universities is examined with a particular interest in the effects of presidential leadership, marketing practices, and selected institutional characteristics. Conclusions were based on questionnaires completed by 327 presidents and in-depth interviews at six colleges. (MLW)

In recent years there has been increased discussion of the subjective, emotional and sociological factors influencing student choice of university. However, there is a dearth of information exploring what constitutes these feelings. This exploratory paper uses the conceptual model of the servicescape to provide insight into the emotional factors…

Purpose: Despite promising conceptual developments in value co-creation behaviors, the scholarly attention afforded to the importance of the university website features in strengthening the university brand image and reputation through students' value co-creation behaviors is limited. University website features are conceptualized as a…

This issue on developing enterprise within higher education includes six articles on universities' partnerships, barriers to start-up and their effect on aspiring entrepreneurs, issues in marketing enterprise initiatives within a university, entrepreneurial summer school as a model for teaching, video as a teaching aid, and the role of personality…

Higher education is an increasingly competitive global market. Consequently, it is crucial that universities fully understand students' motivations in university selection. While past research mainly focused on university-level attributes, this study extends the factors used to evaluate different international universities to include both the…

Students, academics and university administrators are increasingly using and producing digital platforms, including social media. This paper focuses on LinkedIn to start tackling the question of the effects on higher education as a sector, its actors and the established social practices. It argues that LinkedIn moves beyond the passivity of…

This article explores the changing character and consequences of state authorities' evolving relationships with universities in the United States, Germany, and Norway--typical cases for different national worlds of higher education. It argues that across the three OECD countries, welfare states have strengthened market principles in university…

The paper reviews the literature on the concept of internal branding and its effects in the service sector in general, as well as in UK universities. In addition, the concept of employee brand support is reviewed, discussing the influence of leadership characteristics on internal branding in universities. Employee brand support is a crucial…

Over the last decade, many universities attempted to improve their public image by changing their corporate visual identity (CVI) and/or name. Despite the prevalence of such practices, little research has been conducted into their effectiveness. The research reported here focused upon one facet of the higher education branding debate, that of the…

In an age of chaos and uncertainty in computing services delivery, the best marketing strategy that can be adopted is concern for user constituencies and the long range solutions to their problems. (MLW)

This document contains 21 presentations from a conference on business and marketing education. The following papers are included: "Business and Marketing Education: In Tune with the Times" (Clarice P. Brantley); "Portfolio Assessment--A Sure Winner" (Ann Bullock); "The Effect of the Year 2000 on Web Page Maintenance"…

The purpose of this study was to determine what effect the perception of an institution's prestige has on strategic planning undertaken by American Catholic colleges and universities and whether these schools engage in purposeful and effective positioning of themselves in the market. The study considered efforts to achieve preeminence amongst…

An analysis of ranking data, taken from "Maclean's" magazine's 2001 rankings of the 47 Canadian universities, is presented. Consistent with previous research, the rank data show that the specific measures and indices used by the magazine are inconsistently related to each other and to the universities' final assigned rankings. Some…

This paper provides an overview of the development of markets in Australian higher education, with implications drawn for teaching, research, and management. It notes that while many institutions' market activities appear to be developing spontaneously, these changes are also common responses to the policy/cultural environment in which higher…