New generations of students from the perspective of co-creating values at the university

At the turn of the 20th and 21st centuries, new paradigms emerged regarding the value creation in management and marketing in organizations. They causes also redefining the role of universities as a service organization and participants in the process of higher education (including especially students, lecturers, management). In this context, the current and important research problem appears to be the impact of new generations of students, exhibiting different attitudes and purchasing behaviors from on the image of a modern university. A particular challenge for the higher education organization is therefore the problem not only of creating and delivering the expected … Czytaj więcej »