Capital intelectual: fator de influência na marca no ensino superior no estado do Maranhão

Abstract

We experience the era of knowledge and the tireless search for improvement to obtain a better qualification in the face of such a competitive world, and with Higher Education Institutions (HEIs) it does not differ since, in the current market, competition and the search for competitive advantage they are fierce among the HEIs, the tireless search for them to stand out before the others is something explicit for their clients. The objective of this case study and to analyze if the intellectual capital having as a factor influencing the brand in a private higher education institution in the state of Maranhão, would it be decisive for the choice of students by one HEI over the others? As an answer to this question, we applied questionnaires to students from some HEIs in the State of São Luís-Ma. The methodology is bibliographic, an analysis of the data enabled the concrete answer about this choice. The results obtained indicated that 49.4% of the students are satisfied with their HEI due to the human capital that the HEI has, the structural capital comes right afterwards with a 36.3% degree of satisfaction, and finally the client capital presenting 18.5%. Therefore, the conclusion of this study was satisfactory since, the value of a company is defined not only by its financial capital, but by the intellectual capital, as Thomas A. Stewart has already mentioned several times in his literary works. Therefore, intellectual capital has enormous value and also serves as a strategy for HEIs that seek greater prestige.