TY - JOUR
T1 - Communication for excellence in private universities as hybrid organizations
AU - Sueldo, M.
AU - Cuenca Fontbona, Juan
N1 - Sueldo, M.; Cuenca, J.
PY - 2021/12/23
Y1 - 2021/12/23
N2 - This work seeks to examine the role of excellence in communication as an essential element of overall organizational excellence. Features of organizational, academic and communication excellence are systematized into a comprehensive framework empirically explored in three private universities of Argentina, Spain and Lithuania. These excellent institutions are considered hybrid organizations having a dual purpose: the inherent mission attributed to a university and the particular corporate purpose of a private enterprise. The empirical work follows a multiple case study design with combined methods for data collection: pilot survey (quantitative analysis), expert interviews and in-depth interviews (thematic content analysis of qualitative data). Survey responses illustrate elements of institutional excellence and communication management endorsed by Alumni from the three universities. Communication experts (17 from the 3 countries) highlight critical factors for strategic status of communication function. Interviewees (56) endorse achieved academic quality and relational capital. Yet, the institutionalization of communication as strategic managerial function remains a challenge, as does the systematic evaluation of consistent communication work which directly and indirectly impacts institutional excellence.
AB - This work seeks to examine the role of excellence in communication as an essential element of overall organizational excellence. Features of organizational, academic and communication excellence are systematized into a comprehensive framework empirically explored in three private universities of Argentina, Spain and Lithuania. These excellent institutions are considered hybrid organizations having a dual purpose: the inherent mission attributed to a university and the particular corporate purpose of a private enterprise. The empirical work follows a multiple case study design with combined methods for data collection: pilot survey (quantitative analysis), expert interviews and in-depth interviews (thematic content analysis of qualitative data). Survey responses illustrate elements of institutional excellence and communication management endorsed by Alumni from the three universities. Communication experts (17 from the 3 countries) highlight critical factors for strategic status of communication function. Interviewees (56) endorse achieved academic quality and relational capital. Yet, the institutionalization of communication as strategic managerial function remains a challenge, as does the systematic evaluation of consistent communication work which directly and indirectly impacts institutional excellence.
KW - Gestión estratégica
KW - Comunicación institucional
KW - Excelencia organizacional
KW - Educación superior
KW - Universidad
M3 - Article
VL - 2
SP - 92
EP - 120
JO - Sphera pública, Revista de Ciencias Sociales y de la Comunicación
JF - Sphera pública, Revista de Ciencias Sociales y de la Comunicación
IS - 21
ER -