Academic brands. Distinction in global higher education.

Sonst. Personen	Biagioli, Mario (Hrsg.); Sunder, Madhavi (Hrsg.)
Titel	Academic brands. Distinction in global higher education.
Quelle	Cambridge, United Kingdom; New York, NY: Cambridge University Press (2022), xiv, 231 S. PDF als Volltext kostenfreie Datei (1); PDF als Volltext kostenfreie Datei (2) Link als defekt meldenVerfügbarkeit
Beigaben	Illustrationen
Sprache	englisch
Dokumenttyp	online; gedruckt; Monographie
ISBN	978-1-108-79475-6; 978-1-108-84137-5; 978-1-108-88192-0
DOI	10.1017/9781108881920
Schlagwörter	Image; Marketing; Hochschule; Aufsatzsammlung; Geistiges Eigentum; USA
Abstract	The first comprehensive analysis of the emergence of academic brands, this book explores how the modern university is being transformed in an increasingly global economy of higher education where luxury is replacing access. More than just a sign of corporatization and privatization, academic brands provide a unique window on the university's concerns and struggles with conveying 'excellence' and reputation in a competitive landscape organized by rankings, while also capitalizing on its brand to generate revenue when state support dwindles. This multidisciplinary volume addresses topics including the uniqueness of academic brands, their role in the global brand economy of distinction, and their vulnerability to problematic social and political associations. By focusing on brands, the volume analyzes the tensions between the university's traditional commitment to public interest values - education, research, and the production of knowledge - and its increasingly managerial culture framed by corporate, private values. Available as Open Access on Cambridge Core.
Erfasst von	ZBW - Leibniz-Informationszentrum Wirtschaft, Kiel
Update	2024/1