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– The purpose of this paper is to explore the dilemmas that challenge reputation management in the context of higher education (HE).
The purpose of this paper is to explore the dilemmas that challenge reputation management in the context of higher education (HE).
The paper introduces one Finnish multidisciplinary master's degree programme as a case in point. The empirical data comprises a student survey and semi-structured interviews with internal and external stakeholders whose work relates to the master's degree programme in question.
The findings identify different types of dilemmas arising from collaboration between stakeholders of HE.
The paper demonstrates how the dilemma-reconciliation method can be used to enhance reputation management in HE.
The novelty of the paper is in applying dilemma theory (Hampden-Turner and Trompenaars, 2000) in parallel with reputation theories. Dilemma theory attributes reputation risks to conflicting aims.