Identity and image of a university: case studies of management and students at Luleå University of Technology
Abstract: Universities, as all other organizations in today’s Sweden, are challenged
with their survival in the face of increased competition and decreasing
student enrollment. Universities have been forced to turn their attention
towards identity and image in order to differentiate themselves from
competition. The purpose of this thesis is to gain a deeper understanding
of identity and image of a university. To reach our purpose we have
explored, described and started to explain the identity and image of a
university as viewed by the university’s management and students.
Two case studies, one based on management’s perspective and one based on
students’ perspective, have been conducted on Luleå University of
Technology. Our study shows that that: both tangible and intangible factors
comprise the identity of a university and in order to differentiate, these
factors must include more unique features than those traditionally suggested
by theory. Moreover, a range of factors and characteristics comprises a
university’s image, and in order to generate a positive image it is
essential for the university to retain their credibility. Furthermore, our
study proves that all parts of the identity management process are necessary
in order to create a strong image. Our study also reveals that one of the
most important aspects of this process is communication since clear
communication allows the university to convey the same identity to all
stakeholder groups. Finally our investigation shows that image and
reputation are effects of the identity management process, whereas
competitive advantage not necessarily is an outcome.
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