Over the last ten years, competition in the global higher education market has intensified. Universities and business schools operate in an environment of international competition for the best students and employees. Furthermore, because of technological developments such as social media and increasing mobility in the context of higher education, the sense of empowerment among students is rising. Therefore, universities have to identify factors that lead to attractiveness and competitive advantages. Students can be considered empowered consumers who are the main target group of the university as a service provider. The present study is based on a managerial point of view and assumes that management of higher education must be seen from a customer-oriented perspective. The applied theoretical concepts are derived from the research fields of market-based and strategic management.
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- Empowered Students – Service-Oriented Universities: How to Manage Higher Education in the 21st Century