Obtaining Sustainable Competitive Advantage Through Reputation Management: A Case of Private Universities in Indonesia

Abstract

Private universities in Indonesia face challenges in attracting and retaining students. This study aims to investigate the causal relationship between variables influencing the sustainable competitive advantage of private universities in Indonesia through a combination of quantitative, qualitative, and mixed-methods objectives. The research employs a concurrent mixed method, combining quantitative and qualitative approaches, to examine the significance of various factors, including academic leadership, value co-creation capabilities, marketing capabilities, innovation capability, and university reputation management capabilities, on the sustainable competitive advantage of private universities. The findings inform the development of a novel conceptual model that explains the influential factors in private university sustainability in Indonesia.