Making higher education markets:trust-building strategies of private companies to enter the public sector

Komljenovic, Janja (2019) Making higher education markets:trust-building strategies of private companies to enter the public sector. Higher Education, 78 (1). pp. 51-66. ISSN 0018-1560

Full text not available from this repository.

Abstract

This article examines the growth of the higher education industry and specifically the expansion of private companies in the higher education sector. The higher education industry consists of diverse, multiple and variegated markets. Much of the literature concentrates on markets in which universities are increasingly sellers of products and services. This article contributes new knowledge to the field by focusing on the other side of the industry, namely on how universities are increasingly buyers. It specifically focuses on the market-making processes in the time of market emergence or initial market construction and argues that trust is a key constitutive element of market relations. Empirically it analyses private companies’ strategies of penetrating the higher education sector to establish a market and network relations with public universities through trust-building activities. Twenty-two interviews with representatives of private companies from eight countries selling products and services in higher education were conducted. The analysis shows companies have developed three groups of sophisticated strategies to produce their trustworthiness: signalling similarity and integrity, exhibiting competence and commitment and forming an emotional connection. Through these, they aim to advance their markets and consequently contribute to the construction and expansion of the global higher education industry.

Item Type:
Journal Article
Journal or Publication Title:
Higher Education
Additional Information:
The final publication is available at Springer via http://dx.doi.org/10.1007/s10734-018-0330-6
Uncontrolled Keywords:
/dk/atira/pure/subjectarea/asjc/1200
Subjects:
ID Code:
128615
Deposited By:
Deposited On:
29 Oct 2018 10:22
Refereed?:
Yes
Published?:
Published
Last Modified:
23 Sep 2020 04:45