Increasing competitiveness of higher education in Ukraine through value co-creation strategy
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Date
2019
Authors
Voropai, Olga
Pichyk, Kateryna
Chala, Nina
Journal Title
Journal ISSN
Volume Title
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Abstract
The value co-creation concept has become a
marketing answer to today’s challenges, the economy is
facing. The field of higher education (HE) is experiencing
the same pressure of outer factors as any other service
industry. As a result, service providers (colleges and
universities), as well as customers (students, graduates and
employers) are dissatisfied with the quality of services and
the level of generated value. The aim of this paper is to
discuss how universities can use value co-creation concept
to improve the situation. We consider social media to
become engagement platforms for enabling value cocreation. Therefore, this paper discusses their current
usage and perspectives for Ukrainian HE in creating
mutual value. Top-five Ukrainian universities in the
Webometrics rating are analyzed in terms of their SM
activities on Facebook, YouTube and Instagram. The
value itself is considered a multi-dimensional category and
the co-creation directions are analyzed in terms of the
theory of consumption values (TCV) and from the
perspective of two customer groups - students and
employers. Recommendations include practical tools on
engaging students and employers to the VCC process,
grouped by the type of the value obtained.
Description
Keywords
value co-creation, TCV, social media marketing, higher education, Ukraine, article
Citation
Voropai O. Increasing competitiveness of higher education in Ukraine through value co-creation strategy [electronic resource] / Olga Voropai, Kateryna Pichyk, Nina Chala // Economics and Sociology. - 2019. - Vol. 12, Issue 4. - P. 228-240.