<abstract xmlns="http://www.w3.org/1999/xhtml"><p>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.</p></abstract>

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.

Determinants of Building Image and Reputation of University Towards Its Stakeholders

Poznań University of Economics and Business

Department of Economic Publicity and Public Relations

Marketing of Scientific and Research Organizations

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...

Determinants of Building Image and Reputation of University Towards Its Stakeholders

Published Online: Apr 09, 2020

Page range: 29 - 56

DOI: https://doi.org/10.2478/minib-2020-0008

Keywords
image, reputation, stakeholders

© 2020 Krzysztof Gołata et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Determinants of Building Image and Reputation of University Towards Its Stakeholders

Published Online: Apr 09, 2020

Page range: 29 - 56

DOI: https://doi.org/10.2478/minib-2020-0008

Keywordsimage, reputation, stakeholders

© 2020 Krzysztof Gołata et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Keywords
image, reputation, stakeholders