University Management

University Reputation Management
In the 1990s, researchers started studying reputation as an intangible asset in the business sphere. During that time, Charles Fombrun and Cees Van Riel created the model 'Rep-Track' (Fombrun & Van Riel, 1997). In 2018, Van Riel decided to use this tool in prestigious world museums. After the appearance of international university ratings as QS and THE, in which reputation plays a significant role, higher education institutions started considering it as an intangible asset. Nevertheless, effective implementation of reputation management technologies is still an unsolved problem at many universities.
Together with other laboratories of HSE University, including the International Laboratory of Intangible-driven Economy at HSE University-St Petersburg, our Laboratory will conduct research on different aspects of reputation and university management all around the world.