Gastos por compra de bienes corrientes y servicios

The objective of this thesis was to investigate the presented corporate identity of the case university as a reflector of the changes recently witnessed in the academic environment. As a thorough study of a single organization, the results contribute to a better understanding of the role of corporate identity and branding in the special field of higher education. The findings indicate the attributes that are utilized by a single business school to present its ideal world- class identity. The study therefore provides some insights to the discussion on branding in university organizations especially in the Finnish context.

The single case approach, however, sets certain limitations concerning the applicability of the findings. According to Yin (2003), a single case study is weaker than a multiple case study as the research findings cannot be applied in any other situations. Having only one organization involved may be regarded as a limitation of this study since the findings are only applicable in the particular case of Aalto University School of Business. The selected method, however, best fits the research objectives as it allows to have a thorough look into the case organization’s communicated identity. A comparison with other Finnish and European business schools’ branding efforts was not possible to carry out in the outline of this study, and it therefore remains a topic for further research. It would be valuable to investigate whether there are distinct ways of projecting the university identity, and to get broader knowledge on the possible standardization between the institutions of higher education. This thesis focused on the corporate identity as it is projected by the case organization itself. A relevant subject for future research would be to review the stakeholder perceptions of the projected identity, that is, the images held by the audiences such as prospective students and prospective employees. In this way, the contribution could be advanced from branding as an effort made by an organization to understanding the corporate brand as a two-way relationship between the university and its stakeholders.

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INTERVIEW

Knuutinen, L. (2013). Interview with Lotta Knuutinen, Communications Manager of the Aalto University School of Business, 31.10.2013.

DATA

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