Aukštojo mokslo institucijų korporatyvinės reputacijos vertinimo metodikos ir jų problemos

Abstract

Corporate reputation measurement methods are most commonly analyzed in the context of business organizations. Corporate reputation research from the perspective of higher education institutions is not common. There is no doubt of corporate reputation importance to higher education institutions but it is important to determine based on what methods corporate reputation of higher education institutions could be measured. This paper analyzes corporate reputation measurement methods of higher education institutions. After comparative analysis of corporate reputation measurement methods of higher education institutions, problems of corporate reputation measurement methods of higher education institutions are defined. The aim of this paper is to analyze corporate reputation measurement methods of higher education institutions while indicating problems of the methods. The objectives of the paper are as follows: (1) analyze corporate reputation measurement methods of higher education institutions; (2) indicate problems of corporate reputation measurement methods of higher education institutions. Research results indicate that corporate reputation measurement methods of higher education institutions are not always considered as trustworthy and completely reflecting corporate reputation. So there is a need to determine indicators of corporate reputation measurement of higher education institutions and their weights from the view of the most important stakeholder group of higher education institutions – customers, and segments of this stakeholder group: pupils, students and graduates.