Creating Value in the Entrepreneurial University: Marketization and Merchandising Strategies
Higher education institutions are called to expand their role and responsibilities, by enhancing their entrepreneurial mindset and redefining relationships with stakeholders. In order to cope with these new challenges, they have started to operate in a strategic manner, by performing marketing and m...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
MDPI AG
2019-10-01
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| Series: | Administrative Sciences |
| Subjects: | |
| Online Access: | https://www.mdpi.com/2076-3387/9/4/82 |
| _version_ | 1818270522406862848 |
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| author | Chiara Fantauzzi Rocco Frondizi Nathalie Colasanti Gloria Fiorani |
| author_facet | Chiara Fantauzzi Rocco Frondizi Nathalie Colasanti Gloria Fiorani |
| author_sort | Chiara Fantauzzi |
| collection | DOAJ |
| description | Higher education institutions are called to expand their role and responsibilities, by enhancing their entrepreneurial mindset and redefining relationships with stakeholders. In order to cope with these new challenges, they have started to operate in a strategic manner, by performing marketing and merchandising activities. Indeed, in a sector characterized by the presence of competitive funding models, several forms of accountability, and performance indicators, universities have become open systems and have started to operate like enterprises, considering students as customers. Given this premise, the aim of the paper is to individuate marketing and merchandising strategies in higher education and to evaluate their effectiveness in order to foster stakeholders engagement. This is in line with the entrepreneurial university model that represents the starting point of the theoretical study, then a literature review of “marketization” in higher education institutions is presented, showing how this field is not yet completely investigated. Data refer to the Italian context and are analyzed through a qualitative method. Findings suggest that most Italian universities perform merchandising strategies, but currently there is not sufficient information to evaluate their effectiveness in higher education, it was only possible to make hypotheses. |
| first_indexed | 2024-12-12T21:11:37Z |
| format | Article |
| id | doaj.art-e0e6849bc3a749f5926eaf7a9a8be153 |
| institution | Directory Open Access Journal |
| issn | 2076-3387 |
| language | English |
| last_indexed | 2024-12-12T21:11:37Z |
| publishDate | 2019-10-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Administrative Sciences |
| spelling | doaj.art-e0e6849bc3a749f5926eaf7a9a8be1532022-12-22T00:11:52ZengMDPI AGAdministrative Sciences2076-33872019-10-01948210.3390/admsci9040082admsci9040082Creating Value in the Entrepreneurial University: Marketization and Merchandising StrategiesChiara Fantauzzi0Rocco Frondizi1Nathalie Colasanti2Gloria Fiorani3Department of Management and Law, University of Rome Tor Vergata, 00133 Roma, ItalyDepartment of Management and Law, University of Rome Tor Vergata, 00133 Roma, ItalyDepartment of Management and Law, University of Rome Tor Vergata, 00133 Roma, ItalyDepartment of Management and Law, University of Rome Tor Vergata, 00133 Roma, ItalyHigher education institutions are called to expand their role and responsibilities, by enhancing their entrepreneurial mindset and redefining relationships with stakeholders. In order to cope with these new challenges, they have started to operate in a strategic manner, by performing marketing and merchandising activities. Indeed, in a sector characterized by the presence of competitive funding models, several forms of accountability, and performance indicators, universities have become open systems and have started to operate like enterprises, considering students as customers. Given this premise, the aim of the paper is to individuate marketing and merchandising strategies in higher education and to evaluate their effectiveness in order to foster stakeholders engagement. This is in line with the entrepreneurial university model that represents the starting point of the theoretical study, then a literature review of “marketization” in higher education institutions is presented, showing how this field is not yet completely investigated. Data refer to the Italian context and are analyzed through a qualitative method. Findings suggest that most Italian universities perform merchandising strategies, but currently there is not sufficient information to evaluate their effectiveness in higher education, it was only possible to make hypotheses.https://www.mdpi.com/2076-3387/9/4/82universitystakeholders engagementpublic marketingmerchandising |
| spellingShingle | Chiara Fantauzzi Rocco Frondizi Nathalie Colasanti Gloria Fiorani Creating Value in the Entrepreneurial University: Marketization and Merchandising Strategies Administrative Sciences university stakeholders engagement public marketing merchandising |
| title | Creating Value in the Entrepreneurial University: Marketization and Merchandising Strategies |
| title_full | Creating Value in the Entrepreneurial University: Marketization and Merchandising Strategies |
| title_fullStr | Creating Value in the Entrepreneurial University: Marketization and Merchandising Strategies |
| title_full_unstemmed | Creating Value in the Entrepreneurial University: Marketization and Merchandising Strategies |
| title_short | Creating Value in the Entrepreneurial University: Marketization and Merchandising Strategies |
| title_sort | creating value in the entrepreneurial university marketization and merchandising strategies |
| topic | university stakeholders engagement public marketing merchandising |
| url | https://www.mdpi.com/2076-3387/9/4/82 |
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