Branding in the public sector: a systematic literature review and directions for future research

Leijerholt, Ulrika; Biedenbach, Galina; Hultén, Peter

doi:10.1057/s41262-018-0116-2

Cited by 34 publications

(42 citation statements)

References 116 publications

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“…Resulting from this, reputation management has been considered problematic for organisations in the public sector (e.g. Waeraas and Byrkjeflot 2012;Suomi and Järvinen 2013;Leijerholt et al 2018), particularly because public sector organisations lack the autonomy required to operate as independent organisational actors (Waeraas and Byrkjeflot 2012). Accordingly, Waeraas and Byrkjeflot (2012) detect five problems that are typical for reputation management in the public sector.…”

Section: Reputation and Its Management In The Public Sectormentioning

confidence: 99%

Revisiting the five problems of public sector organisations and reputation management—the perspective of higher education practitioners and ex-academics

Kuoppakangas

Suomi

Stenvall

et al. 2019

Int Rev Public Nonprofit Mark

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The extant literature has identified five problems related to public sector organisations and their reputation management: politics, consistency, charisma, uniqueness and excellence. This study examines whether and how the problems of reputation management occur in public higher education by collecting qualitative data from 40 interviews. The study sheds light on the perceptions of a group that has been largely neglected in previous studies: namely, doctorates who have exited academia, or ex-academics. In addition to ex-academics, interviewees also included their employers and university leadership. The analysis follows a thematic qualitative approach with an abductive logic. The study provides empirical evidence of the content of the problems in higher education and discusses recent related transformations in higher education. The findings show that, in terms of reputation management, the most challenging matters appear to be knowledge transfer and the applicability of research to practice. These challenges are cross-cutting and apparent from different angles across all five problems of reputation management. This study contributes to the academic literature on reputation management in the public sector by applying prior conceptual categorizations and employing a comprehensive set of empirical data with a fresh perspective. The study presents implications for higher education policy makers and managers and emphasises the need for university management to minimise the duality between different types of workers, as this duality threatens university reputations in general and consistency in particular.

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Section: Reputation and Its Management In The Public Sectormentioning

confidence: 99%

Revisiting the five problems of public sector organisations and reputation management—the perspective of higher education practitioners and ex-academics

Kuoppakangas

Suomi

Stenvall

et al. 2019

Int Rev Public Nonprofit Mark

View full text Add to dashboard Cite

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“…At the same time, marketing to a wider range of stakeholders is expected to become increasingly important, as there is increasing pressure on public organisations to secure their survival and ensure the legitimacy of the sector. Legitimacy and stakeholders' trust are particularly important in the public sector (e.g., Leijerholt et al 2018). Thus, we argue that universities would benefit from a more holistic marketing approach targeting all relevant stakeholder groups and viewing universities not only as educators, but also as research producers and partners in societal development with private, public and third sector organisations.…”

Section: University Marketingmentioning

confidence: 94%

Revisiting “the shotgun wedding of industry and academia”—empirical evidence from Finland

Suomi

Kuoppakangas

Stenvall

et al. 2019

Int Rev Public Nonprofit Mark

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The purpose of this study is to further our understanding of dilemmas facing the third mission of universities. Through this dilemma-related information, we aim to provide paths for universities to reconcile these dilemmas and adopt a more holistic approach to university marketing. In so doing, we revisit Bthe shotgun wedding of industry and academia^(Hampden-Turner 1990, pp. 201-221). The dilemmas detected in this study revolve around two pairs, namely: BHighlighting intrinsic value of research vs. highlighting instrumental value of research^and Bfocusing on international scientific publications vs. focusing on popularization of science^. More than 700 verbal answers given by Finnish doctorates to one pair of open-ended questions were qualitatively contentanalysed. As its main novelty, the study adopts dilemma approach and focuses on perceptions of the neglected group of doctorates who have exited academia. The study suggests that universities adopt a more holistic marketing approach by devoting more effort to strengthening stakeholder relationships and co-production and improving science communication and related incentives.

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“…Another theme to emerge within Volume 26 is brand management in a public sector context. For example, Leijerholt et al (2019a) argue the need for greater clarity and understanding of how contextual factors affect the applicability and outcomes of branding efforts for a public organisation. The authors also highlight the need for greater understanding of why corporate branding principles may be relevant for public organisations.…”

Section: Public Sector Brandingmentioning

confidence: 99%

Journal of Brand Management: year end review 2019

Powell

2019

J Brand Manag

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Branding in the public sector: a systematic literature review and directions for future research

Cited by 34 publications

References 116 publications

Revisiting the five problems of public sector organisations and reputation management—the perspective of higher education practitioners and ex-academics

Revisiting the five problems of public sector organisations and reputation management—the perspective of higher education practitioners and ex-academics

Revisiting “the shotgun wedding of industry and academia”—empirical evidence from Finland

Journal of Brand Management: year end review 2019

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