A University Name Change: Significance of Faculty Involvement

Cleamon Moorer

Journal of Marketing for Higher Education, 2007, vol. 17, issue 1, 117-145

Abstract: The landscape of higher education is more competitive now than ever before. Colleges and universities are changing and refocusing their identity, missions, and strategic visions to better serve students, prospective students, partners, and other external constituencies. As a result, many colleges and universities have changed their name to distinguish and differentiate themselves in this growing and evolving marketplace. This study takes a closer look into the phenomenon of a university strategic name change process and faculty involvement. It addresses the following questions: How much faculty involvement is needed to facilitate a successful university strategic name process? What is the impact of faculty involvement on a university strategic name event? What are the drivers of a university strategic name change? What are the roles of faculty members in fulfilling the desired outcome(s) of university strategic name change events. This paper proposes that faculty involvement is pertinent to the process and outcomes of a strategic university name change.

Date: 2007
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Persistent link: https://EconPapers.repec.org/RePEc:taf:jmkthe:v:17:y:2007:i:1:p:117-145

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DOI: 10.1300/J050v17n01_08

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