SURVIVAL OF THE FITTEST? THE REBRANDING OF WEST VIRGINIA HIGHER EDUCATION James M. Owston American...
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Transcript of SURVIVAL OF THE FITTEST? THE REBRANDING OF WEST VIRGINIA HIGHER EDUCATION James M. Owston American...
![Page 1: SURVIVAL OF THE FITTEST? THE REBRANDING OF WEST VIRGINIA HIGHER EDUCATION James M. Owston American Association University Administrators 2008 Assembly.](https://reader035.fdocuments.us/reader035/viewer/2022062620/551a5c2d55034643688b4993/html5/thumbnails/1.jpg)
SURVIVAL OF THE FITTEST? THE REBRANDING OF WEST VIRGINIA
HIGHER EDUCATION
James M. Owston
American Association University Administrators 2008 Assembly
![Page 2: SURVIVAL OF THE FITTEST? THE REBRANDING OF WEST VIRGINIA HIGHER EDUCATION James M. Owston American Association University Administrators 2008 Assembly.](https://reader035.fdocuments.us/reader035/viewer/2022062620/551a5c2d55034643688b4993/html5/thumbnails/2.jpg)
Rebrandings 1996-2005 By percentage
Rank State Percentage Rebranded
1 West Virginia 56.25%
2 Kentucky 49.15%
3 Georgia 42.86%
4 Minnesota 39.29%
5 New Hampshire 32.00%
6 Connecticut 31.71%
7 Montana 28.57%
8 Missouri 28.21%
9 Oregon 25.58%
10 Maryland 25.45%
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College-to-University 1996-2005By percentage
Rank State
Percentage of University Rebranded
Schools
1 West Virginia 25.00%
2 Georgia 20.78%
3 Idaho 20.00%
4 Missouri 16.67%
5 Oklahoma 12.82%
6 New Jersey 10.64%
7 Kentucky 10.17%
8 Oregon 9.30%
9 New Hampshire 8.00%
10 Ohio 7.34%
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Populations of the study
11 West Virginia Institutions 51 Institutions in and surrounding Appalachia 103 Institutions nationwide (1996-2001) 6 Institutions using a similar brand name -
Allegheny
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Method
Mixed method approach Quantitative Qualitative
Historical Naturalistic observation Interviews
Postmodern theoretical perspective Atypical dissertation model
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Research Questions & ResultsQuestion 1: What factors precipitated the “college-to-university” change?
Reflect current status Define future mission Institutional prestige
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Research Questions & ResultsQuestion 2: What was the administration’s justification for the university designation?
The offering of graduate degrees The university model of structure The international implications of “College”
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Research Questions & ResultsQuestion 3: What was the institution’s strategy for the rebranding process?
Strategic planning Instituting a university structure The choice of name
Minor-simple 53% Minor-complex 34% Major 13%
Time commitment – average 22 months
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Research Questions & ResultsQuestion 4: What procedures did administration use to implement the change?
Kaikati & Kaikati (2003) – 6 strategies Institutional colors and mascots Funding
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Research Questions & ResultsQuestion 5: What influence did regulatory bodies have upon the change?
Accrediting bodies had little influence Legislature –
Influenced public institutions Compared to other states – limited in scope
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Research Questions & ResultsQuestion 6: What were reactions of stakeholders to the change?
Numerous stakeholder groups Alumni most vocal stakeholder group Combined stakeholder efforts
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Research Questions & ResultsQuestion 7: How did senior administrators perceive the success of the change?
139 Points
90Points
72 Points
35 Points32
Points
17Points
Basis of the Success of Change
0
20
40
60
80
100
120
140
160
Areas
Points
Clarified Identity
Enhanced Reputation
Enrollment & Recruiting
New Programs
International Issues
All others
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Research Questions & ResultsQuestion 7: How did senior administrators perceive the success of the change?
Koku (1997) found no significance in enrollment trends with strategic name changes
103 “College-to-University” changed institutions – significance, but a negative correlation.
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Research Questions & ResultsQuestion 8: Did the change produce any indicators of increased prestige?
Carnegie Classification Increase in graduate programs Undergraduate selectivity Tuition – “Chivas Regal” effect
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Research Questions & ResultsQuestion 9: What suggestions did administrators provide upon revisiting the change?
Have a good reason to change 147 points Have a defendable name that relates to the
institutional mission 141 points Address stakeholder issues 81 points
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Research Questions & ResultsQuestion 10: What methods can institutions use to retain ownership of a brand?
Longevity of brand use Excellent academic reputation Succinct mission Identify fallacious arguments from
contenders Protect your brand at all costs
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SURVIVAL OF THE FITTEST? THE REBRANDING OF WEST VIRGINIA
HIGHER EDUCATION
James M. Owston
www.newriver.net