Entrepreneurship and Image Management in Higher Education: Pillars of Massification

Mass higher education has taken hold in the developed nations, and a widely held belief exists that higher education is a "right." With massification have emerged two notable trends: an entrepreneurial emphasis fuelled by the revenue-cost squeeze ensuing from reduced and realigned government funding; and a quest for differentiation through "Image Management" and even "Branding," given the multitude of institutions and offerings present in the "post- massification" era. This paper examines this evolution, some say "revolution," in the university sector.