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The importance of corporate identity in the higher education institutions
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Autores
Rivera Rodríguez, Hugo Alberto
Cabra Ballesteros D.C.
Fecha
2016
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Revista Espacios
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Resumen
Abstract
Corporate identity in management is a factor in the generation of competitive advantage in dynamic environments. This concept refers to a set of features that give specificity, stability and consistency to organizations. In this article, we review how the concept of corporate identity has been defined in different disciplines from a management perspective. Additionally, we proposed a new empirical application for the higher education institutions (IES by its acronym in Spanish) case.
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Keywords
Higher education institutions , Organizational positioning , Universities in Latin America , University corporate identity
