The competitive position of Nova School of Business and Economics in the international pre-experienced masters market: an evaluation of the status quo and the future development

• Autor(a) principal: Stein, Franny
• Data de Publicação: 2019
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10362/69089
• topic: Nova SBE; Business school; Sustainable competitive advantage; Customer orientation; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

Purpose This study examines the competitive position of Nova School of Business and Economics in the international pre-experienced masters market, particularly with regard to its ability to attract international students. Design/methodology/research approach Several analyses are performed. They are based on empirical data collected through a student survey, in-depth interviews with Nova’s program managers and online data collection on multiple university websites. A computation of the volatility index of the industry, a comprehensive analysis of Nova’s resource platform, and benchmarking with close competitors offer insights on the sustainability of Nova’s competitive position. Findings Nova is likely to sustain its solid competitive position in the near future despite the challenging market environment. Key strategic strengths such as its reputation, location or the CEMS program will allow Nova to keep up the strong student demand. On the other hand, several risks are identified that the school management should address to protect the school’s long-term competitive advantage. KEYWORDS