@article{(Open Science Index):https://publications.waset.org/pdf/10002924,
	  title     = {Assessing the Corporate Identity of Malaysia Universities in the East Coast Region with the Market Conditions in Ensuring Self-Sustainability: A Study on Universiti Sultan Zainal Abidin},
	  author    = {Suffian H. Ayub and  Mohammed R. Hamzah and  Nor H. Abdullah and  Sharipah N. Syed Azmy and  Hishammudin S.},
	  country	= {},
	  institution	= {},
	  abstract     = {The liberalisation of the education industry has
exposed the institute of higher learning (IHL) in Malaysia to the
financial challenges. Without good financial standing, public
institution will rely on the government funding. Ostensibly, this
contradicts with the government’s aspiration to make universities
self-sufficient. With stiff competition from private institutes of higher
learning, IHL need to be prepared at the forefront level. The
corporate identity itself is the entrance to the world of higher learning
and it is in this uniqueness, it will be able to distinguish itself from
competitors. This paper examined the perception of the stakeholders
at one of the public universities in the east coast region in Malaysia
on the perceived reputation and how the university communicate its
preparedness for self-sustainability through corporate identity. The
findings indicated while the stakeholders embraced the challenges in
facing the stiff competition and struggling market conditions, most of
them felt the university should put more efforts in mobilising the
corporate identity to its constituencies.},
	    journal   = {International Journal of Mechanical and Industrial Engineering},
	  volume    = {9},
	  number    = {12},
	  year      = {2015},
	  pages     = {4118 - 4122},
	  ee        = {https://publications.waset.org/pdf/10002924},
	  url   	= {https://publications.waset.org/vol/108},
	  bibsource = {https://publications.waset.org/},
	  issn  	= {eISSN: 1307-6892},
	  publisher = {World Academy of Science, Engineering and Technology},
	  index 	= {Open Science Index 108, 2015},
	}