Research Article
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Year 2021, Volume 22, Issue 4, 295 - 306, 01.10.2021
https://doi.org/10.17718/tojde.1002886

Abstract

References

  • Aaker, D. A. (2007). Innovation: brand it or lose it. California Management Review, 20 (1), 8-24.
  • Abernathy, W. J. and Clark, K. B. (1985). Innovation: Mapping the winds of creative destruction. Research Policy, 14 (1), 3-22.
  • Afuah, A. N. and Bahram, N. (1995). The hypercube of innovation. Research Policy, 24 (1), 51-57.
  • Alam, I. (2005). Fieldwork and data collection in qualitative marketing research. Qualitative Market Research: An International Journal, 8 (1), 97-112.

CO-CREATION APPLIED TO INNOVATION FOR BRANDING ONLINE DISTANCE EDUCATION

Year 2021, Volume 22, Issue 4, 295 - 306, 01.10.2021
https://doi.org/10.17718/tojde.1002886

Abstract

This exploratory qualitative research investigates branding innovation for online distance education in Australian regional universities. The purpose is to apply co-creation to specify the type of innovation and branding approach for online distance education. The research purpose was achieved by studying two regional universities in Australia. The data was collected through in-depth interviews. Convenient sampling was employed to finalize the total sample of 36 managers, administration officials, technical staff and academics in both universities. Data analysis was conducted by thematic analysis. Research findings emphasized the importance of continuous innovation based on co-creation and cooperative branding for online distance education. Findings of this qualitative study were constructed on direct interviews conducted with internal stakeholders indicating three emerging themes: need for flexible education, growing market opportunities and the role of technological support. The paper argues that continuous innovation with cooperative branding will enhance academic and competitive performance of regional universities. Branding could be strategized by point-of-parity and cooperation replacing point-of-difference approach in the education industry. Research outcomes cover a gap in literature on branding online distance education for innovation based on co-creation. This study could be replicated in other countries including Turkey to investigate factors affecting innovation for branding distance education.

References

  • Aaker, D. A. (2007). Innovation: brand it or lose it. California Management Review, 20 (1), 8-24.
  • Abernathy, W. J. and Clark, K. B. (1985). Innovation: Mapping the winds of creative destruction. Research Policy, 14 (1), 3-22.
  • Afuah, A. N. and Bahram, N. (1995). The hypercube of innovation. Research Policy, 24 (1), 51-57.
  • Alam, I. (2005). Fieldwork and data collection in qualitative marketing research. Qualitative Market Research: An International Journal, 8 (1), 97-112.

Details

Primary Language English
Subjects Social
Journal Section Articles
Authors

Farooq HAQ This is me (Primary Author)
United Arab Emirates

Publication Date October 1, 2021
Application Date July 12, 2020
Acceptance Date
Published in Issue Year 2021, Volume 22, Issue 4

Cite

APA Haq, F. (2021). CO-CREATION APPLIED TO INNOVATION FOR BRANDING ONLINE DISTANCE EDUCATION . Turkish Online Journal of Distance Education , 22 (4) , 295-306 . DOI: 10.17718/tojde.1002886