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How Institutional Identity Shapes College Student Recruitment: The Relationship Between Religious Distinctiveness and Market Demand
The American Journal of Economics and Sociology ( IF 1.103 ) Pub Date : 2021-03-31 , DOI: 10.1111/ajes.12375
P. Jesse Rine , Joshua T. Brown , James M. Hunter

Institutional diversity has long been recognized as a signature strength of the American system of higher education, yet the sector contributing most to this remarkable feature—small and midsized private colleges—currently finds itself under significant financial pressure as a result of recent social and economic disruptions. To overcome such challenges, campus leaders must understand the market positioning of the institutions they serve. This article investigates the relationship between market demand and organizational distinctiveness within one segment of the diverse private sector—religiously affiliated colleges. It draws upon longitudinal data from the membership of one national professional association, the Council for Christian Colleges & Universities, to develop an empirical typology of institutional religious distinctiveness and examine patterns of market demand over time. Results suggest that religious distinctiveness has a medium effect on student demand at both the application and matriculation phases of the admissions process. The article concludes by considering appropriate recruitment strategies for faith‐based colleges and universities depending on their degree of religious distinctiveness.

中文翻译:

制度认同如何塑造大学生的招生:宗教特色与市场需求之间的关系

长期以来,机构多样性被公认为是美国高等教育体系的标志性力量,然而,由于最近的社会和经济动荡,中小型私立大学在这一显着特征中发挥最大作用的部门目前处于巨大的财务压力之下。为了克服这些挑战,校园领导者必须了解他们所服务机构的市场定位。本文研究了宗教需求相关的私立大学中一个细分市场中市场需求与组织独特性之间的关系。它借鉴了一个全国性专业协会,基督教大学与大学理事会的成员的纵向数据,建立制度性宗教独特性的经验类型,并研究一段时间内市场需求的模式。结果表明,在招生过程的申请阶段和预科阶段,宗教独特性对学生的需求都有中等影响。本文最后根据宗教信仰的程度,考虑针对信仰型大学的适当招生策略。
更新日期:2021-03-31
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