COMMUNITY MANAGEMENT AS A TOOL FOR SUPPORTING BRAND REPUTATION IN RUSSIAN BUSINESS SCHOOLS THE CASE OF GSOM SPBU
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Introduction 5
Relevance 5
Research motivation 7
Goal of the work 8
Theoretical background 10
Understanding of brand reputation 10
Brand reputation definition 10
Brand reputation as a tool for brand leadership 11
Elements of brand reputation formation 12
Brand reputation in different contexts 13
Brand reputation in the Higher education context 14
Community management 16
Definition 16
Goals of Community Management 17
Membership 17
Influence 18
Integration and Fulfillment of Needs 19
Shared Emotional Connection 19
Instruments of Community Management 21
Elements of Community Management 21
Practices in Community Management 21
Community Management in Different Contexts 22
Community management in Higher Education Institutions 23
Student Involvement and Engagement 23
College Choice and Retention 24
Digital and Social Campus Transformation 24
Leadership 24
Institutional Change and Strategic Planning 25
Comparative Engagement Practices 25
Sustainability in Higher Education 25
Rewarding and recognition 26
Support services 27
Cultural and inclusive programms 27
Alumni network 27
Stakeholder theory 28
Stakeholder theory importance 29
Key Stakeholders of Business Schools 30
Peculiarities of Russian business schools 31
Conclusion of the chapter 32
Methodology 33
Research design 33
Justification of the case’s choice 36
Interview as a data collection 44
Interview sampling 45
Interview process 47
Interview guide 47
Data analysis method 49
Ethical considerations 49
Limitations 49
Conclusion of the chapter 50
Results analysis 52
Data analysis 52
Results discussion 65
Conclusion 68
Theoretical contribution 68
Managerial implications 68
Opportunities for further research 69
Sources 70
Relevance 5
Research motivation 7
Goal of the work 8
Theoretical background 10
Understanding of brand reputation 10
Brand reputation definition 10
Brand reputation as a tool for brand leadership 11
Elements of brand reputation formation 12
Brand reputation in different contexts 13
Brand reputation in the Higher education context 14
Community management 16
Definition 16
Goals of Community Management 17
Membership 17
Influence 18
Integration and Fulfillment of Needs 19
Shared Emotional Connection 19
Instruments of Community Management 21
Elements of Community Management 21
Practices in Community Management 21
Community Management in Different Contexts 22
Community management in Higher Education Institutions 23
Student Involvement and Engagement 23
College Choice and Retention 24
Digital and Social Campus Transformation 24
Leadership 24
Institutional Change and Strategic Planning 25
Comparative Engagement Practices 25
Sustainability in Higher Education 25
Rewarding and recognition 26
Support services 27
Cultural and inclusive programms 27
Alumni network 27
Stakeholder theory 28
Stakeholder theory importance 29
Key Stakeholders of Business Schools 30
Peculiarities of Russian business schools 31
Conclusion of the chapter 32
Methodology 33
Research design 33
Justification of the case’s choice 36
Interview as a data collection 44
Interview sampling 45
Interview process 47
Interview guide 47
Data analysis method 49
Ethical considerations 49
Limitations 49
Conclusion of the chapter 50
Results analysis 52
Data analysis 52
Results discussion 65
Conclusion 68
Theoretical contribution 68
Managerial implications 68
Opportunities for further research 69
Sources 70
Education has always played an important role in human life. At all times, people in one way or another strived to become educated. However, in the past, higher education was not available to everyone. But as the years go by, many things are changing. Nowadays, education is not something difficult to access. Everyone has the right to get it, but, nevertheless, to enter an educational institution must fulfil a number of conditions. This is especially acute when entering a higher education institution. So, to get a prestigious higher education, you need to successfully pass the entrance exams, which require serious preparation. And during the whole period of higher education one must successfully complete the curriculum and cope with the workload, which is not always easy, but requires persistence and patience.
Business schools take a special place in the field of higher education. Since business education is a key element of modern economic development and management improvement, that allows individuals and organisations to instantly make the right decisions in difficult conditions of the business world and the economy as a whole. The purpose of business education is multifaceted and is aimed not only at obtaining basic knowledge in the field of economics, management and strategy, but also at developing critical thinking, ethical decision¬making skills and leadership qualities, which are crucial in today's dynamic business environment.
In Russia, business schools play a significant role in the country's economic and social development. They are the most important centres for developing business skills, promoting innovation and entrepreneurship, and bridging the gap between theory and practice in business. These schools also train senior and middle-level managers who are essential to the success of companies. As Russia integrates deeper into the global economy, the significance of these schools increases. They provide students with the skills needed to succeed in competitive markets and contribute to the growth of national and international businesses. This exchange of knowledge enriches both the Russian business community and the global marketplace. These educational institutions play a dual role, training future leaders and contributing to the development of businesses around the world. Their efforts help create a dynamic workforce that can drive economic growth and innovation.
At the same time, in the social media space, there is an increasing promotion of the idea that higher education is a waste of time and that all necessary skills can be acquired through short courses. Recently, courses, particularly business courses, can be taken online without the need to leave home. This new trend in the education landscape is increasingly attractive to young people who wish to acquire everything now. Online courses are enticing with no obligation to complete assignments, short deadlines, and practice-oriented. Course authors also promise that graduates will be provided with a job immediately after completing the course. These short-term prospects have become a significant draw for potential students, thus the education market has greatly changed. Today, due to an increasingly more competitive environment, higher education institutions are becoming more “marketized and promotionalised” (Williams & Omar, 2014) The market has become highly competitive, which has led to higher education institutions facing economic and social challenges nowadays.
Like any other organisations, business schools strive to be flexible and differentiate themselves from their competitors. To be agile in its current state, business schools must fulfil its goals while meeting the challenges of competition. The challenge of competition is a race to provide the best interest of each stakeholder. In other words, an organisation tends to build a strong competitive advantage to stand out in a favourable way from its competitors by addressing all challenges and achieving its goals.
Competitive advantage is the unique attributes or strategies that enable a company to outperform its competitors in the market and achieve superior business results. It is an advantage that a company has over its competitors that allows it to attract customers, generate higher profits, and maintain long-term success. In the context of higher education institutions, competitive advantage can be achieved through a combination of factors that differentiate one institution from others and attract students, faculty, and funding. One of the key elements, that contribute to competitive advantages is a building strong brand reputation.
In this work we focus on the brand reputation of Russian business schools. In the transition period it is especially important, as there is an acute need for highly qualified specialists in the field of business administration and management. With growing competition between business schools, maintaining a competitive advantage becomes essential. A strong brand reputation, as mentioned above, can help in achieving this goal. The literature review identifies various elements and practices that influence brand reputation. It also examines the specific components that shape brand reputation in the context of higher education, particularly for business schools.
This work also emphasises the phenomenon of community management. In recent years, especially since the COVID-19 pandemic, there has been an increasing emphasis on the importance of building and developing community. This is because people seek to feel a sense of belonging to something bigger, to be part of a group and to know that they are not isolated or alone. Community management could not be better suited to respond to such a global societal demand and tendency to seek connection and belonging. When people belong to a particular group, they feel special and unique. The trend for exclusivity and uniqueness and the desire to be part of an exclusive community is growing rapidly, and community management is ideally suited to meet these needs. Furthermore, community management by its very nature involves interaction with all stakeholders in the community. Mark Granovetter, in his work The Power of Weak Ties, emphasised the importance of weak ties. Weak ties, such as former colleagues and acquaintances, give people the opportunity to quickly advance in their careers.In addition, Granovetter emphasises their importance in the development of human capital. According to Granovetter's theory, weak ties are necessary for visualisation and this phenomenon plays an important role in the formation of social networks. Despite this, people still prefer to maintain stronger ties in real-life interactions outside the digital realm. Therefore, community management remains a relevant area of study....
Business schools take a special place in the field of higher education. Since business education is a key element of modern economic development and management improvement, that allows individuals and organisations to instantly make the right decisions in difficult conditions of the business world and the economy as a whole. The purpose of business education is multifaceted and is aimed not only at obtaining basic knowledge in the field of economics, management and strategy, but also at developing critical thinking, ethical decision¬making skills and leadership qualities, which are crucial in today's dynamic business environment.
In Russia, business schools play a significant role in the country's economic and social development. They are the most important centres for developing business skills, promoting innovation and entrepreneurship, and bridging the gap between theory and practice in business. These schools also train senior and middle-level managers who are essential to the success of companies. As Russia integrates deeper into the global economy, the significance of these schools increases. They provide students with the skills needed to succeed in competitive markets and contribute to the growth of national and international businesses. This exchange of knowledge enriches both the Russian business community and the global marketplace. These educational institutions play a dual role, training future leaders and contributing to the development of businesses around the world. Their efforts help create a dynamic workforce that can drive economic growth and innovation.
At the same time, in the social media space, there is an increasing promotion of the idea that higher education is a waste of time and that all necessary skills can be acquired through short courses. Recently, courses, particularly business courses, can be taken online without the need to leave home. This new trend in the education landscape is increasingly attractive to young people who wish to acquire everything now. Online courses are enticing with no obligation to complete assignments, short deadlines, and practice-oriented. Course authors also promise that graduates will be provided with a job immediately after completing the course. These short-term prospects have become a significant draw for potential students, thus the education market has greatly changed. Today, due to an increasingly more competitive environment, higher education institutions are becoming more “marketized and promotionalised” (Williams & Omar, 2014) The market has become highly competitive, which has led to higher education institutions facing economic and social challenges nowadays.
Like any other organisations, business schools strive to be flexible and differentiate themselves from their competitors. To be agile in its current state, business schools must fulfil its goals while meeting the challenges of competition. The challenge of competition is a race to provide the best interest of each stakeholder. In other words, an organisation tends to build a strong competitive advantage to stand out in a favourable way from its competitors by addressing all challenges and achieving its goals.
Competitive advantage is the unique attributes or strategies that enable a company to outperform its competitors in the market and achieve superior business results. It is an advantage that a company has over its competitors that allows it to attract customers, generate higher profits, and maintain long-term success. In the context of higher education institutions, competitive advantage can be achieved through a combination of factors that differentiate one institution from others and attract students, faculty, and funding. One of the key elements, that contribute to competitive advantages is a building strong brand reputation.
In this work we focus on the brand reputation of Russian business schools. In the transition period it is especially important, as there is an acute need for highly qualified specialists in the field of business administration and management. With growing competition between business schools, maintaining a competitive advantage becomes essential. A strong brand reputation, as mentioned above, can help in achieving this goal. The literature review identifies various elements and practices that influence brand reputation. It also examines the specific components that shape brand reputation in the context of higher education, particularly for business schools.
This work also emphasises the phenomenon of community management. In recent years, especially since the COVID-19 pandemic, there has been an increasing emphasis on the importance of building and developing community. This is because people seek to feel a sense of belonging to something bigger, to be part of a group and to know that they are not isolated or alone. Community management could not be better suited to respond to such a global societal demand and tendency to seek connection and belonging. When people belong to a particular group, they feel special and unique. The trend for exclusivity and uniqueness and the desire to be part of an exclusive community is growing rapidly, and community management is ideally suited to meet these needs. Furthermore, community management by its very nature involves interaction with all stakeholders in the community. Mark Granovetter, in his work The Power of Weak Ties, emphasised the importance of weak ties. Weak ties, such as former colleagues and acquaintances, give people the opportunity to quickly advance in their careers.In addition, Granovetter emphasises their importance in the development of human capital. According to Granovetter's theory, weak ties are necessary for visualisation and this phenomenon plays an important role in the formation of social networks. Despite this, people still prefer to maintain stronger ties in real-life interactions outside the digital realm. Therefore, community management remains a relevant area of study....
In this work, an exploratory study was conducted. They were exposed to the proposition that community management can be A study has shown that community management in Russian business schools is a powerful tool for maintaining and developing brand reputation. Effective community management helps to create a positive experience for stakeholders, which leads to increased loyalty and turning them into brand ambassadors. In practice, this is achieved through various activities and programs aimed at improving interaction with the audience and integrating digital platforms to increase engagement.
Theoretical contribution
The use of the stakeholder matrix in community management represents a significant theoretical contribution to the study of the dynamics of managing internal and external relations in educational institutions. This framework allows not only to identify and analyze stakeholders, but also to assess their influence and interests regarding the educational institution. The application of the stakeholder matrix helps educational institutions determine which groups have the highest priority and which community management strategies will be most effective in meeting their needs.
Striving to convey values through community management plays a key role in increasing the engagement of all stakeholders. The communication of common values and beliefs contributes to the formation of a single vector of development and culture of interaction, which, in turn, leads to the creation of synergy. Synergy enhances the overall influence and interests of stakeholders, which contributes to a more stable and long-term development of the brand of educational institutions.
The practices mentioned in the study, such as using digital platforms for engagement, student and alumni support, club and organization management, external collaboration and community expansion, can help achieve these goals. Transparent and active application of these practices contributes not only to improving relations within the community, but also supports the reputation and visibility of the brand in the foreign market. This is especially important in the context of Russian business schools, where competition and requirements for the quality of education are constantly growing.
Managerial implications The results of this work provide excellent recommendations on the application of specific community management practices in order to maintain the reputation of the business school brand.
For business school leaders, the results of the study highlight the importance of developing and implementing integrated community management strategies. It is recommended to focus on the creation and maintenance of digital infrastructure, the development of student and alumni communities, as well as on the involvement of external stakeholders in the life of the educational institution. Managers should take into account the specific needs of different stakeholder groups in order to maximize their satisfaction and loyalty.
Opportunities for further research
Further research may include conducting multiple case studies covering various Russian and international business schools. This will allow you to compare how different educational institutions apply community management strategies and how this affects the brand's reputation. Case studies can reveal unique approaches and common strategic mistakes, as well as provide a deeper understanding of the relationship between the actions of schools and the perception of stakeholders....
Theoretical contribution
The use of the stakeholder matrix in community management represents a significant theoretical contribution to the study of the dynamics of managing internal and external relations in educational institutions. This framework allows not only to identify and analyze stakeholders, but also to assess their influence and interests regarding the educational institution. The application of the stakeholder matrix helps educational institutions determine which groups have the highest priority and which community management strategies will be most effective in meeting their needs.
Striving to convey values through community management plays a key role in increasing the engagement of all stakeholders. The communication of common values and beliefs contributes to the formation of a single vector of development and culture of interaction, which, in turn, leads to the creation of synergy. Synergy enhances the overall influence and interests of stakeholders, which contributes to a more stable and long-term development of the brand of educational institutions.
The practices mentioned in the study, such as using digital platforms for engagement, student and alumni support, club and organization management, external collaboration and community expansion, can help achieve these goals. Transparent and active application of these practices contributes not only to improving relations within the community, but also supports the reputation and visibility of the brand in the foreign market. This is especially important in the context of Russian business schools, where competition and requirements for the quality of education are constantly growing.
Managerial implications The results of this work provide excellent recommendations on the application of specific community management practices in order to maintain the reputation of the business school brand.
For business school leaders, the results of the study highlight the importance of developing and implementing integrated community management strategies. It is recommended to focus on the creation and maintenance of digital infrastructure, the development of student and alumni communities, as well as on the involvement of external stakeholders in the life of the educational institution. Managers should take into account the specific needs of different stakeholder groups in order to maximize their satisfaction and loyalty.
Opportunities for further research
Further research may include conducting multiple case studies covering various Russian and international business schools. This will allow you to compare how different educational institutions apply community management strategies and how this affects the brand's reputation. Case studies can reveal unique approaches and common strategic mistakes, as well as provide a deeper understanding of the relationship between the actions of schools and the perception of stakeholders....
