Abstract

The effects of core strategy implementation and promotion on college image formation

Jung, Hyung-Shik, Ph. D. Professor Dept. of Division of Business, Chosun University
Kim, Young-Shim Doctoral Student, Division of Business, Chosun University

The objective of this research was to investigate the effects of a college's performance of its strategy implementation and promotion on its image improvement and the perceptions of its strengths and weaknesses which influence the global image. A comparative analysis was conducted on the college image improvement and competitive advantage perception between the prospective college student group and the actual college member group. A LISREL analysis was employed to test the hypotheses on the relationships among the constructs with the collected data of 1065 questionnaires. The empirical findings were as follows. First, the performance perception of the core strategy implementation was found to affect the college image improvement while that of the specialization strategy of academic areas was not. Second, the performance perception of the college's promotion activities was found to affect the college image improvement, and the magnitude of the impact was greater on the image improvement than on the strategy implementation. Third, the perception of the college's strengths and weaknesses were found to affect its global image. Forth, recent image improvement was found to greatly affect the global image formation. Finally, the two- group comparative analysis showed similar results on the performance perceptions of the college's strategy formulation and promotion, but the prospective student group put a greater weight on the college's long- term strengths than the recent image improvement.

Key Word : College Promotion, Publicity, Competitive Strategy.