Wykorzystanie podejścia zasobowego w budowaniu wizerunku uczelni publicznej - analiza Uniwersytetu Ekonomicznego we Wrocławiu z perspektywy kluczowych zasobów oraz ich spójności ze strategią i misją uczelni

Abstract

The purpose of the article was to analyze the resources held by the Wroclaw University of Economics and Business that could be used to build the image of the university and at the same time create its lasting competitive advantage. The author in his research focused on both the internal and external side of the organization to avoid allegations of one-sided resource approach, which is considered to be focused only on the inside of the organization bypassing its external side. The research was aimed at proving that properly conducted analysis, being supported in this study with such tools as a map of stakeholders or VRIO analysis (V-Value, R-Rare, I-Imitation, O-Organization), allows for the extraction of resources that can be used in the process of creating an image, as well as building a competitive advantage, providing that they are consistent with the university's strategy and mission.(original abstract)