Managing Corporate Reputation in Higher Education: The Case of the North-West University
The objective of this article is to evaluate the corporate reputation of the North-West University during a period characterised by significant challenges, such as transformation within the higher education sector and the impact of global trends such as the Covid-19 pandemic, the Fourth Industrial...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
University of Johannesburg
2025-07-01
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| Series: | Communicare |
| Subjects: | |
| Online Access: | https://journals.uj.ac.za/index.php/jcsa/article/view/2853 |
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| Summary: | The objective of this article is to evaluate the corporate reputation of the North-West University during a period characterised by significant challenges, such as transformation within the higher education sector and the impact of global trends such as the Covid-19 pandemic, the Fourth Industrial Revolution and the emergence of new stakeholder groups. These challenges possess the potential to affect North-West University’s corporate reputation. The article explores North-West University’s corporate reputation with an emphasis on the importance of staff members as a key stakeholder group of which to take note. The article assesses this stakeholder group’s perceptions through semi-structured interviews and an online survey characterised by RepTrak™. The findings of the article suggest that there is room for North-West University to improve its corporate reputation among staff members, as these stakeholders perceive the university’s corporate reputation as average. The findings also suggest a need to improve corporate reputation management and the need for development of a formal strategy to achieve this at North-West University. The article furthermore proposes reasons staff members at North-West University perceive the university’s corporate reputation as average and provides recommendations for improving it.
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| ISSN: | 0259-0069 2957-7950 |