Published research on corporate reputation has increased in the last 10 years in various sectors. The higher education sector is no stranger to this growth; however, theoretical developments and empirical research have been conducted across various disciplines of knowledge and theoretical approaches, which has made it difficult to theorize about it. In addition to this, the dimensionality of the construct, its dependence on the perception of public interest, and the difficulty of its measurement have made it a challenge for universities. This article develops a systematic review of reputation in higher education institutions. While there is evidence of contributions in the development of the theory and its conceptualization, these have occurred in other sectors such as banking, service industries, retailing, tourism and hospitality, and are not specifically focused on the higher education sector. As such, we seek to identify and characterize how reputation has been studied in this sector, highlighting conceptual and theoretical approaches that have supported the studies, which will help to overcome the fragmentation of the same from an integral definition applied to the education service.

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Community language is not unrelated to companies (Chaston & Mangles, 2001), which define their activities as a benefit for community through sales of products or services. They also use in the social responsibility activities (Kakabadse, Rozuel, & Lee-Davies, 2005; Korhonen, 2002) in the community-corporation involvement (Burke, 1999) that adds value to the latter ones (Rochlin, & Christoffer, 2000, p.1) in regards to the social marketing (Whitcombe, 2009) aiming to the elimination of barriers that hamper the implementation of social programs (McKenzie-Mohr, 2000a, 2000b), or, with a strategic view, in regards to the shared value that benefits community and companies at the same time (Porter & Kramer, 2011). There are, of course, many other ways to incorporate such language in companies.

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An argument for relationship marketing strategies from a community organization approach in a development context is presented in this paper. Emphasis is on the conflict among interests of organizations and interests of individuals, as well as on existent differences with transactional and prescriptive-pecuniary individualistic approach. Because of this, it is proposed that different forms of community organization, through using coalitions, grassroots organization, community leadership, empowerment and other forms of development and community building, must be integrated into relationship marketing. This sets a relationship of organizations with individuals embedded in community.

Los directivos de las instituciones de educación superior (IES) se han enfrentado a los desafíos que trae consigo el importante aumento de la competencia en el sector, y las dificultades en el desarrollo, comunicación y posicionamiento de un diferencial en sus propuestas académicas. Esto ha implicado un cambio de enfoque estratégico desde el marketing y desde la gestión de la reputación universitaria. Sin embargo, aún falta claridad sobre qué implica la gestión de la reputación en las universidades y cuáles son sus dimensiones, por lo cual se plantea una revisión estructurada de literatura para dar respuesta a estos interrogantes.