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Title: Changing the library brand: a case study
Authors: Wynne, Benjamin B. L.
Rowlands, Ian
Dixon, Simon
Donohue, Neil
First Published: 23-Mar-2016
Publisher: Taylor & Francis (Routledge): SSH Titles
Citation: New Review of Academic Librarianship, 2016 (Published before print)
Abstract: This article outlines some of the opportunities and challenges of changing what the library “brand” means to academic and professional services staff in the rapidly changing environment of UK higher education, taking the University of Leicester as a case study. It makes a practitioner contribution to the growing body of evidence of how libraries are extending their role and how their customers are responding. It begins by considering the drivers for change in the higher education and scholarly information environments and how these are influencing the development of library services at the University of Leicester. The topics considered include researcher development, Digital Humanities, Open Access, independent learning, and curating the university's own information assets. The impact of these developments is outlined and how an evolving approach to strategic marketing is beginning to change perceptions as the boundaries of the library's role extend.
DOI Link: 10.1080/13614533.2016.1156000
ISSN: 1361-4533
eISSN: 1740-7834
Version: Post-print
Status: Peer-reviewed
Type: Journal Article
Rights: Copyright © 2016, University of Leicester. Published with license by Taylor & Francis Group, LLC. This is an Accepted Manuscript of an article published by Taylor & Francis in New Review of Academic Librarianship on 23 March 2016, available online: Deposited with reference to the publisher’s archiving policy available on the SHERPA/RoMEO website.
Appears in Collections:Published Articles, University Library

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