|
JAIST Repository >
a. 知識科学研究科・知識科学系 >
a11. 会議発表論文 >
a11-1. 会議発表論文 >
このアイテムの引用には次の識別子を使用してください:
http://hdl.handle.net/10119/10917
|
| タイトル: | A consideration on university branding based on SDL (Service Dominant Logic) : The lens of stakeholders' value co-creation |
| 著者: | Nguyen, Thuy Dung
Shirahada, Kunio
Kosaka, Michitaka |
| キーワード: | service science
branding
service dominant logic |
| 発行日: | 2012-07 |
| 出版者: | Institute of Electrical and Electronics Engineers (IEEE) |
| 誌名: | 2012 9th International Conference on Service Systems and Service Management (ICSSSM) |
| 開始ページ: | 779 |
| 終了ページ: | 784 |
| DOI: | 10.1109/ICSSSM.2012.6252346 |
| 抄録: | University branding based on Service Dominant Logic (SDL) enables university stakeholders to play a very important role in co-creating value for all stakeholders and also for university brands. Our SDL-based definition of university branding includes both internal and external branding. This research aims to propose a new methodology for internal university branding. We developed a brand creation model by using the perspective of the value co-creation process involving the experience of universities’ stakeholders. The model includes direct value co-creation for internal branding and indirect co-creation for external branding. Case study methodology was conducted for the case of a very strong university brand and a developing university brand in Japan. This analysis clearly revealed the efficacy of branding based on experience and co-creation, and shows that our university brand model is potentially applicable to all universities. |
| Rights: | This is the author's version of the work. Copyright (C) 2012 IEEE. 2012 9th International Conference on Service Systems and Service Management (ICSSSM), 2012, 779-784. Personal use of this material is permitted. Permission from IEEE must be obtained for all other uses, in any current or future media, including reprinting/republishing this material for advertising or promotional purposes, creating new collective works, for resale or redistribution to servers or lists, or reuse of any copyrighted component of this work in other works. |
| URI: | http://hdl.handle.net/10119/10917 |
| 資料タイプ: | author |
| 出現コレクション: | a11-1. 会議発表論文 (Conference Papers)
|
このアイテムのファイル:
| ファイル |
記述 |
サイズ | 形式 |
|---|
| 17885.pdf | | 1188Kb | Adobe PDF | 見る/開く |
|
当システムに保管されているアイテムはすべて著作権により保護されています。
|
