University Culture: Comparison of the Profile Obtained from Self-report Documents with Students' Perception

The current work, University Culture: Comparison of the Profile Obtained from Self-report Documents with Students' Perception, provides research on the organizational culture of the university in the relations with important aspects of the organizational process, such as students' identification and commitment. Then the gap between the perceived culture and those can be detected from the university reports as organizational artefacts is defined. The study aim is motivated by the new approach to contemporary universities, which are shifted toward entrepreneur type nowadays and act like market players. In these conditions, students are treated as stakeholders, which create a certain type of relations with the university. Hence, the image of the educational organization, its attractiveness leads to positive behavioural intentions and benefits from students, who demonstrate loyalty toward it. The university effectiveness is that higher as the students are involved in its activities, that is getting a significant advantage in the competitive environment. Within the study, the content analysis of documents applying Competitive Values Framework is offered as the new method to examine organizational culture. The outcomes of the research are the formulation of the possible strategies of how to gain better organizational effectiveness considering students perception, the image of the university constructed on the basis of self-reports and relations appear between core perspectives observed.