A world of brands. Higher education and the emergence of multinational quality franchises.

Autor/in	Ramirez, Gerardo Blanco
Titel	A world of brands. Higher education and the emergence of multinational quality franchises.
Quelle	In: Quality in higher education, 20 (2014) 2, S. 216-232Infoseite zur Zeitschrift PDF als Volltext Link als defekt meldenVerfügbarkeit
Sprache	englisch
Dokumenttyp	online; gedruckt; Zeitschriftenaufsatz
ISSN	1353-8322; 1470-1081
DOI	10.1080/13538322.2014.924787
Schlagwörter	Mexiko; Ausland; Hochschule; USA; Qualitätssicherung; Auslandsbeziehungen; Akkreditierung; Akkreditierung; Auslandsbeziehungen; Hochschule; Qualitätssicherung; Ausland; Mexiko; USA
Abstract	This article explores the concepts of brand and franchise in the development of international quality assurance. The impact of corporate language and culture on higher education is evident and has been extensively analysed. Recent attention given to branding of universities reflects the ever-growing influence of corporate language and ideas. This article presents a conceptual exploration, grounded in a case study that documented the accreditation process of a Mexican university by a United States (US) regional agency. Discourses of exclusivity and legitimacy were widespread in the case; US accreditation was construed as a symbol of international quality given that US higher education hosts world-renowned universities with reputations that, like brands, can be franchised internationally. It is argued here that such new developments warrant further study and critique. (HRK / Abstract übernommen).
Erfasst von	Hochschulrektorenkonferenz, Bonn
Update	2015/1