Strategy or Legitimacy? Analysis of the Role of Institutional Development Plans in Brazilian Universities

Lima, Maurício Andrade de; Serra, Fernando Antônio Ribeiro; Soares, Thiago Coelho; Lima, Carlos Rogério Montenegro de

doi:10.15728/bbr.2020.17.1.4

Cited by 12 publications

(11 citation statements)

References 37 publications

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“…The use of green marketing as a tool for publicizing programs contributes significantly to brand recognition through perceived quality (Aaker, 1991). The educational campaigns developed by universities also serve the goal of educating, informing and mobilizing society for sustainable behavior, drawing attention and consequently encouraging responsible attitudes (Lima et al, 2020).…”

Section: Source: Authorsmentioning

confidence: 99%

“…It is also noted that associated with proactive behavior, they make use of advertising as a marketing tool to directly reach those involved Promoting sustainable development in the process. Given the above, the institutions must continue adopting green marketing strategies in their planning, seeking to further strengthen the brand, not to mention the influence that the development of the important projects carried out by the analyzed institutions has done so much in the academic universe, in the community and worldwide (Lima et al, 2020).…”

Section: Source: Authorsmentioning

confidence: 99%

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Promoting sustainable development in higher education institutions: the use of the balanced scorecard as a strategic management system in support of green marketing

Fuchs

Raulino

Conceição

et al. 2020

IJSHE

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Purpose Sustainability is understood as a complex and integrating area, involving the most diverse areas and fields of knowledge. Because of the innumerable socio-environmental challenges in the current scenario, a sustainable development that finds the necessary changes and advances for communities, industry and the various stakeholders involved is required. In this process of promoting sustainable development, universities stand out for being institutions capable of taking an analytical and questioning look at the directions of the society in which they are inserted and not just helping them to pursue them, serving as a model and living laboratory for the implementation of greener practices in cities. One of the actions that contributes to the consolidation process of a more sustainable university and the development of the green campus is the use of green marketing, understood as a set of all the practices that involve conventional marketing, focused on the search to reduce the negative impact or promote positive effects on the relationship between the institution and the environment. This paper aims, based on the balanced scorecard (BSC), to propose a strategic management tool as support for green marketing strategies, thus promoting, more quickly, the promotion of sustainable development in higher education institutions (HEIs). Design/methodology/approach Four universities were chosen, from the literature, in terms of best practices for sustainable development, where the main dimensions used by green marketing were mapped. Based on them, the BSC structure was adapted to enhance its strategies. Findings To achieve the objective of this work, this paper proposed an adaptation of the original BSC for better management of green marketing strategies for universities, based on four dimensions: community members, university members, product and strategy. Originality/value The main contribution of this paper is to propose a BSC as a strategic management system focused on the green marketing of universities to accelerate the promotion of sustainable development in HEIs.

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Section: Source: Authorsmentioning

confidence: 99%

Section: Source: Authorsmentioning

confidence: 99%

Promoting sustainable development in higher education institutions: the use of the balanced scorecard as a strategic management system in support of green marketing

Fuchs

Raulino

Conceição

et al. 2020

IJSHE

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show abstract

“…Thus, sustainability encompasses marketing approaches: economic (Camino, 2007;Closs et al, 2011;Leal Filho et al, 2019), social (Link, 2007), environmental (Bacow & Moomaw, 2007;Hawken et al, 2000;Thompson & Creighton, 2007;Chard et al, 2013;Annamalai et al, 2018), and sustainability marketing (Nidumolu et al, 2009;Chabowski et al, 2011;Abou-Warda, 2014). Some authors argue that companies must have the ability to take the necessary actions to create new ways of producing goods and services that will provide a higher quality of life by minimizing both the use of natural resources and their environmental impact (Almeida, 2002; Montenegro de Lima et al, 2020).…”

Section: Sustainability and Sustainable Marketingmentioning

confidence: 99%

Attitudes and perceptions of sustainable marketing in higher education ‒ designing a measurement instrument

Meštrović

Bagarić

Lončarić

2021

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Purpose: The purpose of this paper is to demonstrate the process of designing the measurement instrument that captures attitudes and perceptions of manifest forms of sustainable marketing in higher education in order to gain an insight into the way of how each selected group of higher education stakeholders perceive and understand the concept and the meaning of sustainable marketing. Methodology: In order to gain new knowledge, primary research was conducted on a purposive sampling of experts, where 104 valid and complete answers from selected stakeholders related to higher education were received. Quantitative analysis of the collected data was then applied, using descriptive statistics methods and procedures for determining the instrument’s dimensionality, validity and reliability. Results: After the exploratory factor analysis, the multidimensional structure of the proposed measurement instrument of sustainable marketing in higher education was determined, which meets all the given scale validity criteria. Conclusion: This research has formed a valid measurement instrument of sustainable marketing in higher education of statistical and theoretical significance, which can be used for further research, development and validation.

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“…Foss (1998) evidencia que a abordagem baseada em recursos gradativamente tem predominado nas pesquisas sobre estratégia e conteúdo. A utilização da VBR é recorrente em contextos organizacionais frente a diversas outras teorias, sobretudo para compreensão de recursos combinados (Lima, Serra, Soares & Lima, 2020).…”

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Análise De Desempenho Docente Em Curso De Administração À Distância

Lima¹,

Igarashi²

2021

ADMPG

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Strategy or Legitimacy? Analysis of the Role of Institutional Development Plans in Brazilian Universities

Cited by 12 publications

References 37 publications

Promoting sustainable development in higher education institutions: the use of the balanced scorecard as a strategic management system in support of green marketing

Promoting sustainable development in higher education institutions: the use of the balanced scorecard as a strategic management system in support of green marketing

Attitudes and perceptions of sustainable marketing in higher education ‒ designing a measurement instrument

Análise De Desempenho Docente Em Curso De Administração À Distância

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