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Leadership and Branding in Business Schools: A Bourdieusian Analysis
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Naidoo, Rajani; Gosling, Jonathan; Bolden, Richard; O'Brien, Anne; Hawkins, Beverley – Higher Education Research and Development, 2014
This paper explores the growth of corporate branding in higher education (HE) and its use by academic and professional managers as a mechanism for not only enhancing institutional reputation but also for facilitating internal culture change. It uses Bourdieu's framework of field, capital and habitus to analyse case studies of branding in two…
Descriptors: Leadership, Business Education, Reputation, Case Studies