Branding by Proxy? How hubs market (or not) higher education systems globally: the example of Qatar

Leon Cremonini, John Taylor

    Research output: Chapter in Book/Report/Conference proceedingChapterAcademicpeer-review

    4 Citations (Scopus)

    Abstract

    This chapter proposes a framework to understand if and how hubs contribute to stronger positioning of higher education system in global competition, and uses the case of Qatar to draw conclusions. Increasingly, governments around the world invest in so-called “education hubs”, which host excellent tertiary providers. Hubs show how, on a global level, new forms of competition between higher education systems are evolving. By being home to top universities, hubs are believed to be both a country’s “branding tool” and a means for developing internal capacity. The analysis suggests that a hub does not necessarily strengthen the national position but may actually reinforce existing inequalities in perceived prestige between systems.
    Original languageEnglish
    Title of host publicationCompetition in Higher Education Branding and Marketing
    Subtitle of host publicationNational and Global Perspectives
    EditorsAntigoni Papadimitriou
    Place of PublicationCham, Switzerland
    PublisherPalgrava MacMillan
    Pages197-219
    Number of pages23
    ISBN (Electronic)978-3-319-58527-7
    ISBN (Print)978-3-319-58526-0
    DOIs
    Publication statusPublished - 6 Oct 2017

    Keywords

    • Competition
    • higher education hub
    • marketization
    • Qatar higher education

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