Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/308682 
Year of Publication: 
2020
Citation: 
[Journal:] Dutch Journal of Finance and Management [ISSN:] 2542-4750 [Volume:] 4 [Issue:] 1 [Article No.:] 63 [Year:] 2020 [Pages:] 1-7
Publisher: 
Veritas Publications, London
Abstract: 
The primary objective of the study was to describe the extent to which image differentiation strategies may be used to gain competitive advantage among private tertiary education institutions in Botswana. The study examined how image differentiation may be employed by private tertiary education institutions to achieve competitive advantage. The study used descriptive survey research and the findings revealed that the institutions have not done enough in image differentiation to clearly stand out as differentiated universities. The study recommends that the universities must get involved in activities that will enhance institutions' image. Institutions need to work together with key stakeholders and continually seek ways to attain competitive advantage through image differentiation.
Subjects: 
image differentiation
competitive advantage
private tertiary institutions
Persistent Identifier of the first edition: 
Creative Commons License: 
cc-by Logo
Document Type: 
Article

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