Primary Elements of the Publicized Organizational Culture of Higher Education Institutions in Bulgaria
Primary Elements of the Publicized Organizational Culture of Higher Education Institutions in Bulgaria

Summary/Abstract: The visualization of the strategic priorities of the universities in the digital space is a key task of academic management in the conditions of a dynamic educational environment and globalization. Proclaiming the official organizational culture on the Internet is essential for improving the image of educational institutions. The purpose of this study is to explore and identify the main priorities when publishing online the organizational culture of higher education institutions, with an emphasis on its primary elements and to reveal their general features, specifics and purpose. It was established that the primary element of utmost importance for universities is the mission and that the least important is the organizational vision. It is concluded that universities should more actively proclaim vision and values in addition to the mission, in order to create a complete portfolio of key elements of the organizational culture and thus build the desired image.

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