“…After an exhaustive search of available scientific databases, only one study of a similar nature was found, the Shanahan and Gerber [75] research on the concept of quality in HEIs, which proved the inspiration for the research set out here. Most of the other phenomenography studies found deal with educational teaching methods [5], [13], [19], [36], [63], [82] or, in fewer cases, the behaviour of consumers [88]. In the field of strategy, they both represent an innovation and a new alternative for research.…”