Journal Article

Measuring the Relationship between Positive Word of Mouth and Sustainability in Private Higher Institutes in Egypt

Fathy, Lamia Mohamed, El Meniawy, Aisha Mustafa

2019

Overview

WOM is a powerful marketing mean that could be at least twice as powerful as traditional marketing communications in influencing sales The broad majority of definitions identify WOM as being the spread of positive information about an encounter that a customer had with a service or a product. According to research, sustainability concept extends to include aspects of the organizations' practices that are related to environmental, economic and socio-cultural features. Universities and other HE also need to create the vision of needed changes toward achieving sustainability, assign responsibilities and provide rewards to the members who are committed to a long-term transformation of the university and actively respond to society's changing needs. To achieve a sustainable competitive advantage, companies need to possess a number of internal and external antecedents that can be employed to shape the distinctive position of the company on the market. This research defines the most important problems which face private higher educational institutes in Egypt under the fierce competition in the field of higher education .It provides recommendations which might help them continue their mission.

• Publisher: جامعة عين شمس - كلية التجارة
• Subject: إدارة التسويق / القطاع الخاص / الميزة التنافسية / مؤسسات التعليم العالي / مصر