Making a Christian Private University Appealing to Prospective Students: The Case of Covenant University

Worldwide, universities are established to train highly skilled manpower that are expected to contribute to the development of their societies. Nigerian universities are expected to contribute to the achievement of the national goals using education as a tool. Before 1993, the provision of university education in Nigeria was a government monopoly. Many people could not be offered admissions into public universities because the existing facilities could not accommodate the deluge of requests. However, private universities have entered into the higher education service provision market. With many of them competing for prospective student enrolment, it is not surprising that some of them have deployed marketing strategies to attract students and make them stand out from the cluttered market. This paper examines how Covenant University, a Christian faith-based university and the acclaimed leader in the private university industry in the country has marketed itself. It found that it uses its product, people, work processes and serene physical location to attract new students. Importantly, it uses its relatively high tuition fees to position itself as the school for the children of the elites

How Ethically Would Americans and Chinese Negotiate? The Effect of Intra-cultural Versus Inter-cultural Negotiations

A growing body of research has started to examine how individuals from different countries may differ in their use of ethically questionable tactics during business negotiations. Whereas prior research focused on the main effect of the national culture or nationality of the negotiator, we add a new factor, which is the nationality of the counterpart. Looking at both these variables allows us to examine whether and how people may change their likelihood of using ethically questionable tactics in inter-cultural negotiations as opposed to intra-cultural ones. Results of an experiment (N = 810) show that overall, American participants were less likely than Chinese participants to use ethically questionable tactics in negotiations. However, American participants were more likely to use ethically questionable tactics, particularly those related to false promises and inappropriate information gathering, in inter-cultural negotiations with Chinese counterparts, than in intra-cultural negotiations with American counterparts. By contrast, Chinese participants were less likely to use ethically questionable tactics, particularly those related to false promises and attacking opponent’s network, in inter-cultural negotiations with American counterparts, than in intra-cultural negotiations with Chinese counterparts. Implications and future directions are discussed