The ever-expanding role of marketing and its increasing influence as a primary driver for colleges and universities to grow awareness and consideration, invite applications, and deliver enrollment yield is more critical and relied on than ever. The marketing function's rise to prominence in higher education is fueled by many external forces,…

The digitization of academic practices has transformed how research output is shared and discussed, with academic social network sites (ASNS) like Academia.edu and ResearchGate emerging as pivotal platforms. However, their uptake and implications in contexts like Latin America still need to be explored. This study examines the emerging tensions…

What if being world-class is bad for universities? By playing the status game, UK higher education has forfeited public trust and our right to growth. What other sector would stall in an era of surging demand, as our addressable market expands from young people to all adults? We need new forms of higher education to maintain our share of the…

Social media technologies (SMTs), online brand communities, and social customer relationship management (SCRM) Capabilities play an indispensable role in the engagement and loyalty-building of university students to achieve a sustainable university reputation. This study provides pioneering input for higher education institutions (HEIs) by…

The growing influence of global rankings drives higher education institutions (HEIs) across the globe to conform to the indicators and implement changes to obtain world-class status. We examine why HEIs in similar institutional environments are structured and processed differently on the ranking issue with different outcomes. By employing a…

College affordability concerns have led to new "solutions" for financing college costs, such as income share agreements (ISAs). Drawing on a racialized understanding of academic capitalism, we explore the intersection of higher education, markets, and the state in how ISAs are marketed by two public universities. We find ISAs are…

The multi-billion-dollar university rankings industry purports to offer insights into the quality of institutions, but the extent to which it does so has consistently been refuted. Critics argue that problematic proxies, composite indexing, homogenising effects, and several other issues make them both unscientific and neo-colonial. This article…

This research looks at higher education choice through the lens of extended self in consumer behavior. An online survey at two US universities, one public and one private, found that extended-self moderated how much fulfillment of self-image needs led students to like a university. Self-esteem needs were a critical part of this process, positively…

This collection of short essays presents and examines six vignettes of organisational change in British, New Zealand and European universities. Drawing on the social studies of economisation literature, formal research projects and auto-ethnographic insights, the authors detail profound changes in how knowledge is produced in universities. They…

Public universities have assumed business-minded practices and norms that more closely align with goals and values of corporations than social institutions charged with creating and disseminating knowledge. One pervasive cost-savings strategy is the outsourcing of instruction to a contingent workforce. This case study explores the experiences of…

This research seeks to analyze the logic of Brazilian academic capitalism that conditions a process of commodification of the production of knowledge, as well as the prioritization of the supply of training courses for professionals. This process is characterized as raw material knowledge contributing to the creation of a kind of World Class…

Global competition results in an overall demand for higher skills. In the competitive world, China has no choice but to adjust themselves to become more efficient, productive, and flexible. Higher education in China has played a key role in achieving socialist economy and modernization. Since the open-door policy in the 1980s, there has been a…

Purpose: Students are an essential part of university innovation. Through their training, research and energy, students acquire and transfer knowledge to industry, and they help establish new businesses and start-up companies. This paper investigates how universities might capture the entrepreneurial energies of students toward the goal of…

Pervasive digitality reveals us as analogue creatures that are unprepared for a world and a logic generated increasingly through automation. Promulgated by capitalism, digitality has created a new form of alienation, one far more powerful and comprehensive than that envisaged by either Marx or Lukács in the analogue-industrial age. Digital…