Dutch Journal of Finance and Management

Image Differentiation for Competitive Advantage in the Private Tertiary Education Institutions in Botswana
Douglas Chiguvi 1 * , Ruramayi Tadu 2
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1 Senior Lecturer: Marketing Programmes, Entrepreneurship Department, BA ISAGO University P. Bag 149, Gaborone, BOTSWANA
2 Vice President – Academic Affairs & Research, BA ISAGO University, P. Bag 149, Gaborone, BOTSWANA
* Corresponding Author
Research Article

Dutch Journal of Finance and Management, 2020 - Volume 4 Issue 1, Article No: em0063
https://doi.org/10.29333/djfm/8401

Published Online: 19 Jul 2020

Views: 228 | Downloads: 121

How to cite this article
APA 6th edition
In-text citation: (Chiguvi & Tadu, 2020)
Reference: Chiguvi, D., & Tadu, R. (2020). Image Differentiation for Competitive Advantage in the Private Tertiary Education Institutions in Botswana. Dutch Journal of Finance and Management, 4(1), em0063. https://doi.org/10.29333/djfm/8401
Vancouver
In-text citation: (1), (2), (3), etc.
Reference: Chiguvi D, Tadu R. Image Differentiation for Competitive Advantage in the Private Tertiary Education Institutions in Botswana. DUTCH J FINANCE MANA. 2020;4(1):em0063. https://doi.org/10.29333/djfm/8401
AMA 10th edition
In-text citation: (1), (2), (3), etc.
Reference: Chiguvi D, Tadu R. Image Differentiation for Competitive Advantage in the Private Tertiary Education Institutions in Botswana. DUTCH J FINANCE MANA. 2020;4(1), em0063. https://doi.org/10.29333/djfm/8401
Chicago
In-text citation: (Chiguvi and Tadu, 2020)
Reference: Chiguvi, Douglas, and Ruramayi Tadu. "Image Differentiation for Competitive Advantage in the Private Tertiary Education Institutions in Botswana". Dutch Journal of Finance and Management 2020 4 no. 1 (2020): em0063. https://doi.org/10.29333/djfm/8401
Harvard
In-text citation: (Chiguvi and Tadu, 2020)
Reference: Chiguvi, D., and Tadu, R. (2020). Image Differentiation for Competitive Advantage in the Private Tertiary Education Institutions in Botswana. Dutch Journal of Finance and Management, 4(1), em0063. https://doi.org/10.29333/djfm/8401
MLA
In-text citation: (Chiguvi and Tadu, 2020)
Reference: Chiguvi, Douglas et al. "Image Differentiation for Competitive Advantage in the Private Tertiary Education Institutions in Botswana". Dutch Journal of Finance and Management, vol. 4, no. 1, 2020, em0063. https://doi.org/10.29333/djfm/8401
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.
KEYWORDS
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