Biagioli / Sunder Academic Brands

Distinction in Global Higher Education
Erscheinungsjahr 2022
ISBN: 978-1-108-89810-2
Verlag: Cambridge University Press
Format: PDF
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

E-Book, Englisch, 0 Seiten

The first comprehensive analysis of the emergence of academic brands, this book explores how the modern university is being transformed in an increasingly global economy of higher education where luxury is replacing access. More than just a sign of corporatization and privatization, academic brands provide a unique window on the university's concerns and struggles with conveying 'excellence' and reputation in a competitive landscape organized by rankings, while also capitalizing on its brand to generate revenue when state support dwindles. This multidisciplinary volume addresses topics including the uniqueness of academic brands, their role in the global brand economy of distinction, and their vulnerability to problematic social and political associations. By focusing on brands, the volume analyzes the tensions between the university's traditional commitment to public interest values – education, research, and the production of knowledge – and its increasingly managerial culture framed by corporate, private values. Available as Open Access on Cambridge Core.

Autoren/Hrsg.

Biagioli, Mario

Sunder, Madhavi

Fachgebiete

• Wirtschaftswissenschaften Wirtschaftssektoren & Branchen Medien-, Informations und Kommunikationswirtschaft
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Rechtswissenschaften Allgemeines Verfahrens-, Zivilprozess- und Insolvenzrecht Zivilprozessrecht Streitschlichtung, Mediation
• Rechtswissenschaften Wirtschaftsrecht Gewerblicher Rechtsschutz Wettbewerbs- und Kartellrecht, Werberecht
• Rechtswissenschaften Wirtschaftsrecht Gewerblicher Rechtsschutz Gewerblicher Rechtsschutz allg., Marken- und Kennzeichenrecht
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Vertrieb

Inhaltsverzeichnis

Prologue: Mario Biagioli and Madhavi Sunder; Part I. Are Academic Brands Distinctive: 1. Distinctive Excellence Mario Biagioli; 2. One of a kind like you: The university as a personalized generic Celia Lury; 3. The public higher education brand Deven Desai; Part II. Local and Global Dimensions: 4. Academic brands and online education Paul Berman; 5. University brands as Geographical indications Jeremy Sheff; 6. Elite universities as luxury brands Haochen Sun; Part III. Conflicted Interests, Haunting Associations: 7. Academic branding and cognitive dissonance Mark Bartholomew; 8. A captive audience: Corporate propaganda on the American college campus Joshua Hunt; 9. When brands go bad: The rise and fall, and Re-Rise and Re-Fall, of Isaac royall, Jr. Janet Halley; Epilogue: The Aesthetic university Madhavi Sunder.

Über Autor(innen)

Biagioli, Mario
Mario Biagioli is Distinguished Professor of Law and Communication at UCLA. He is the author of Galileo Courtier (1993) and Galileo's Instruments of Credit (2006), and the co-editor of Scientific Authorship (2003), Making and Unmaking Intellectual Property (2011), From Russia with Code (2019), and Gaming the Metrics (2020).

Sunder, Madhavi
Madhavi Sunder is the Frank Sherry Professor of Intellectual Property and Associate Dean for Graduate and International Programs at the Georgetown University Law Center. She is the author of From Goods to a Good Life: Intellectual Property and Global Justice (2012).