| Abstract [eng] |
In many scientific studies, image of an organisation is specified as important intangible organisational asset which is particularly difficult to develop and also to copy. Therefore, this factor becomes very important when striving for increase of competiveness in the organisation. The organisation willing to gain long-term competitive advantage should have disposition of much larger resources than technology and business strategy since they are easily copied and may be used by competitors without difficulty, this way depriving the organisation of uniqueness which undoubtedly is the source of competitive advantage. Theoretical analysis of a concept of image of educational organisations and related formation prerequisites was carried out in this master‘s thesis. In addition, the research was conducted in order to identify singularities of Lithuanian higher schools‘ image expression in cyberspace. Object of the research: Expression of Lithuanian higher schools‘ image in cyberspace. Hypothesis of the research: Lithuanian higher schools, when supplying any information about themselves in cyberspace, seek to form a positive image of themselves. Aim of the research: having analysed theoretical aspects related to image formation, to survey Lithuanian higher schools‘ image expression opportunities offered by cyberspace. Methods of the research: the following research methods were used in the thesis: analysis of scientific literature sources, qualitative analysis of Internet website content. Scope and organisation of the research: structure, content, visualisation singularities of Internet websites according to the criteria foreseen in the context of image formation of 16 higher schools (8 universities and 8 colleges) was analysed in the research. Results of the conducted research demonstrated that higher schools form a positive image when supplying total information about themselves in cyberspace. It should be noted that although the image is positive, it is of a different intensity. When supplying the information, higher schools mostly focus on their current and future students which as a fact is the most important target group. It was observed that Internet websites of many higher schools in question have very similar thematic structure, visualisation, navigation, which greatly facilitate search of any information. |
