BUSINESS REPUTATION AS A KEY FACTOR IN INCREASINTHE UNIVERSITY'S COMPETITIVENESS LEVEL

Abstract

The university's problems connected with maintaining business reputation in the academic and scientific context have become topical recently, and the acuteness of the problem is recognized by everyone. The image the institutions have in the corporate world is a conglomerate of opinions and viewpoints the educational services end users, both current and would-be, have on the way the universities operate. When such a critical management aspect as the reputation is in question, it is usually the quality that is of paramount importance, be it the process results, the process itself or the systemic and management quality.