Marketing strategy implementation in higher education: A mixed approach for model development and testing

Naidoo, Vik; Wu, Terry

doi:10.1080/0267257x.2011.609132

Cited by 35 publications

(27 citation statements)

References 70 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…The results indicated that staff experience and municipal financial performance have a strong significant relationship (t=-10.244, df=81, p=.000), concluding that the variables are strongly related to each other. Similar results were revealed by a study conducted by Naidoo & Wu (2011).…”

Section: Figure 2: Education Levelsupporting

confidence: 80%

“…A qualitative study by Naidoo & Wu (2011) indicated a remarkable result from an interviewed manager who explained that "without human capital, there is no future in the organization". Similarly, authors (Nikbin et al, 2010;Naidoo & Wu, 2011;Gottschalk & Gudmundsen, 2010) have highlighted that human capital can improve the image of the organization. A study conducted by Nikbin et al (2010) using a survey data collection from 102 managers in various public sectors of the northern region of Malaysia indicated that accessing the ability and trustworthy of individuals in very much important in the language of human capital.…”

Section: Literature Reviewmentioning

confidence: 99%

See 1 more Smart Citation

A Theoretical Framework for Four Key Selected Determinants of Municipal Financial Performance

Nzuza¹,

Lekhanya²

2014

MJSS

View full text Add to dashboard Cite

show abstract

Section: Figure 2: Education Levelsupporting

confidence: 80%

Section: Literature Reviewmentioning

confidence: 99%

A Theoretical Framework for Four Key Selected Determinants of Municipal Financial Performance

Nzuza¹,

Lekhanya²

2014

MJSS

View full text Add to dashboard Cite

show abstract

“…Our findings show 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 57 58 59 60 that promotion focus may be able to counteract some of the impact from the negative word of mouth, at least relative to prevention focused people. Such findings can be strategically used by managers who promote consumer products or even services like global education (Naidoo and Wu, 2011).…”

Section: Managerial Implicationsmentioning

confidence: 93%

The impact of regulatory focus and word of mouth valence on search and experience attribute evaluation

Roy

Naidoo

2017

EJM

Self Cite

View full text Add to dashboard Cite

Purpose -This paper investigates the direct and interactive effects of regulatory focus (promotion versus prevention), attribute type (search versus experience) and word of mouth valence (positive versus negative) on consumption decision for a service and a product.Design/methodology/approach -Three empirical studies (two laboratories and a field experiment) using 'university' and 'mobile phone' as the research setting were used to test the key hypotheses.Findings -Promotion (prevention) focused subjects preferred experience (search) attributes over their counterparts while making consumption decision. This preference was further reinforced for both promotion and prevention focused people under positive word of mouth.Under negative word of mouth, in comparison to their counterparts, promotion focused people still retained their preference for experience attributes, while prevention focused subjects reversed their preference and maintained status quo. Research limitations/implications -Future research may validate and extend our findingsby looking into the underlying process or studying additional word of mouth variables that may moderate the current findings.Practical implications -Our findings will help managers devise a range of marketing strategies in the areas of advertising and product positioning, especially for products/services that are showcased in terms of experience and search attributes.Originality/value -The current research is novel as no prior research has proposed and tested the two-way interaction between regulatory focus and search/experience attributes, or it's further moderation by word of mouth valence. IntroductionIt has been well established in the marketing literature that regulatory orientation of consumers systematically influences their product evaluation and choices (Roy and Ng, 2012;Chatterjee et al., 2011;Lee and Aaker, 2004;Chernev, 2004;Pham and Avnet, 2004). In particular, these studies show that when the regulatory focus of a consumer is matched with a certain type of product attribute, it results in higher persuasion and purchase intention. The literature defines two kinds of regulatory orientation (e.g., Higgins, 1997): first, a state that involves self-regulation towards achievement/advancement in life and involves a 'promotion focus' versus 'prevention focus', which involves self-regulation towards safety/security needs in life. A range of product attributes like hedonic versus utilitarian, imagery versus concrete, performance versus safety etc. have been known to moderate the effect of regulatory focus on product decisions (Roy and Phau, 2014;Chernev, 2004;Lee and Aaker, 2004). In recent times, researchers have recommended greater inquiries into how search and experience product attributes influence consumption (Hyo-Jin et al., 2014;Brakus et al., 2014). Given the role of regulatory focus in influencing choice of attributes, the current work explores how this motivational state may influence choice of search and experience attributes in product decisions (Gap 1).On the other...

show abstract

“…In particular, the strategic plan must be assumed by the entire community, for which the participation and involvement of the stakeholders is crucial. This idea is aligned with Naidoo and Wu [42], who argue that an organization must bring on key board members to commit to the project and achieve strategic objectives. The strategic plan must have a simple structure, be clear and concise, so that it is easily communicable and intelligible.…”

Section: Resultsmentioning

confidence: 88%

Applying the Open Government Principles to the University’s Strategic Planning: A Sound Practice

2020

View full text Add to dashboard Cite

This paper describes an innovative experience based on the citizen participation as a fundamental principle of the Open Government, regarding the strategic planning in higher education institutions. Such innovation lies on two main pillars: the stakeholders' approach (versus the traditional product-service orientation) and a web platform based on UserVoice R and Wordpress R software. The web platform was designed not only for building up a consensual strategic plan in a medium-sized Spanish public university, but also to monitor and control it once implemented. During the participation stage, all the proposals were openly discussed and voted by the whole university community. One year later, the online platform for monitoring the Strategic Plan was re-launched in order to rate, comment and vote the values reached by the key performance indicators. The adoption of such technological tools turns into a sound practice of governance for sustainable strategic management, by encouraging the collaborative workflow, participation, reflection and learning. Moreover, it promotes the stakeholders' identification with corporate goals and enhance their commitment to the university's strategic plan.

show abstract

Marketing strategy implementation in higher education: A mixed approach for model development and testing

Cited by 35 publications

References 70 publications

A Theoretical Framework for Four Key Selected Determinants of Municipal Financial Performance

A Theoretical Framework for Four Key Selected Determinants of Municipal Financial Performance

The impact of regulatory focus and word of mouth valence on search and experience attribute evaluation

Applying the Open Government Principles to the University’s Strategic Planning: A Sound Practice

Contact Info

Product

Resources

About