KFU. Card publication. University Management: From Successful Corporate Culture to Effective University Branding

KAZAN
FEDERAL UNIVERSITY

- RUS
- 中文
- ES

UNIVERSITY MANAGEMENT: FROM SUCCESSFUL CORPORATE CULTURE TO EFFECTIVE UNIVERSITY BRANDING

Form of presentation

Articles in international journals and collections

Year of publication

2015

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Authors, employees of KFU

Bagautdinova Nailya Gumerovna, author

Gorelova Yuliya Nikolaevna, author

Polyakova Oksana Viktorovna, author

Bibliographic description in the original language

Nailya G. Bagautdinova, Yuliya N. Gorelova, Oksana V. Polyakova. University Management: From Successful Corporate Culture to Effective University Branding (Upravlenie vuzom: ot uspeshnoy korporativnoy kultury do effektivnogo formirovaniya brenda universiteta). Original Research Article Procedia Economics and Finance, Volume 26, 2015, Pages 764-768

Annotation

The objective of the article is to define a framework for evaluating the state of the corporate culture at Higher Educational Institution (HEI) after reorganization. Using the case study of Kazan Federal University the research establishes the connection between the academic culture and corporate visual identity of HEI; highlights the need to interweave external brand promises with internal branding efforts not to lose its credibility. The study emphasizes the link between the choice of potential consumers evaluating a complex intangible offering of the university and the degree to which people within organization use the university brand value in their everyday work.

Keywords

mission; environment; strategy; corporate culture; academic culture; corporate visual identity; internal branding efforts; communication model.

The name of the journal

Procedia Economics and Finance

URL

http://www.sciencedirect.com/science/article/pii/S2212567115008369

Please use this ID to quote from or refer to the card

https://repository.kpfu.ru/eng/?p_id=116630&p_lang=2

Resource files

File name	Size (MB)	Format
1_s2.0_S2212567115008369_main.pdf	0,24	pdf	show / download

Full metadata record

Field DC	Value	Language
dc.contributor.author	Bagautdinova Nailya Gumerovna	ru_RU
dc.contributor.author	Gorelova Yuliya Nikolaevna	ru_RU
dc.contributor.author	Polyakova Oksana Viktorovna	ru_RU
dc.date.accessioned	2015-01-01T00:00:00Z	ru_RU
dc.date.available	2015-01-01T00:00:00Z	ru_RU
dc.date.issued	2015	ru_RU
dc.identifier.citation	Nailya G. Bagautdinova, Yuliya N. Gorelova, Oksana V. Polyakova. University Management: From Successful Corporate Culture to Effective University Branding (�� : �� ). Original Research Article Procedia Economics and Finance, Volume 26, 2015, Pages 764-768	ru_RU
dc.identifier.uri	https://repository.kpfu.ru/eng/?p_id=116630&p_lang=2	ru_RU
dc.description.abstract	Procedia Economics and Finance	ru_RU
dc.description.abstract	The objective of the article is to define a framework for evaluating the state of the corporate culture at Higher Educational Institution (HEI) after reorganization. Using the case study of Kazan Federal University the research establishes the connection between the academic culture and corporate visual identity of HEI; highlights the need to interweave external brand promises with internal branding efforts not to lose its credibility. The study emphasizes the link between the choice of potential consumers evaluating a complex intangible offering of the university and the degree to which people within organization use the university brand value in their everyday work.	ru_RU
dc.language.iso	ru	ru_RU
dc.subject		ru_RU
dc.title	University Management: From Successful Corporate Culture to Effective University Branding	ru_RU
dc.type	Articles in international journals and collections	ru_RU