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Universitt und Image

Universitt und Image

Brand
Springer Nature
Manufacturer
N/A
Part Number
0
GTIN
9783834983879
Condition
New
Product Description

Im Wettbewerb um Studenten und Sponsoren ist das Image einer Hochschule ein zentraler Wettbewerbsfaktor. Hagen Habicht untersucht die Imagebildung am Beispiel der TU Mnchen. Er entwickelt und erprobt eine fr die Imageforschung neue Metho-denkombination aus narrativer Image-Erhebung und der Imageanalyse auf Basis von Cognitive Maps. Dieser innovative Ansatz erlaubt eine auf Erlebniswelten basierende Imageanalyse, aus der sich neue Formen des Imagemanagements ableiten lassen. Das beschriebene Instrumentarium zielt auf die Verbesserung von Authentizitt und Konsistenz im Image einer Organisation ab.

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