Creating sustainable competitive advantage through reputation management: A model development for restructuring higher education

The most valuable asset of the businesses is corporate reputation. Along with the research that have been carried out in recent years, realizing that the reputation is a measurable value has caused discussions about how to manage reputation. Findings that have been collected during the research in recent years has shown that reputation represents an institution?s unique value which provides it with competetive strength and makes difference while reflecting its intellectual accumulation.Although reputation management has been studied extensively by different scientists in different disciplines, there is relatively a limited number of study in the field of higher education. This study extends the area of reputational management study by bringing a different dimension about applicability of reputation management within universities? administrative structure and how to define institutional reputation components for higher education at macro level and for universities at micro level.The aim of this thesis is to determine the corporate reputation management of universities at universities scale and develop a model for structuring it in universities within Turkey Higher Education system as an administrative approach. First, in this study dimensions of organizational structuring in the axis of measuring and evaluating the reputation within the administrative strategies have been determined. In the light of the gathered data, a model to structure the corporate reputation management for achieving a sustainable competitive strength in Turkish universities has been proposed.The relative position of Turkey in the world of science and bringing in the power of competition will develop equivalently with applying reputation management successfully in universities.