Obstacles &Challehges to look up Organizational image of Universities

Abstract
The imaging of the universities is a new issue that has attracted the attention of many scientific centers, so that the increasing competition among universities over student recruitment has forced them to create a set of desirable and unique features for To attract students to create their own image. This paper aims to identify the obstacles and challenges of improving the organizational image of the university at Allameh Tabatabai University. The research method used is grounded theory. Data gathering method Interview with professors who have an associate professorship level up to 5 years of university experience and a snowball sampling has been done. The data from the interviews conducted in this study were analyzed using three stages of open source coding, axial coding and selective coding. A qualitative approach was used to find the barriers and challenges of organizational image enhancement. The method of analytic analysis was used and a conceptual model was used for interpretive structural modeling (ISM). The analysis of 10 obstacles and the challenge of improving the organizational image of the university include cultural and social barriers, communication barriers, research barriers, political barriers, barriers to facilities, strategic barriers, scientific and educational obstacles, management barriers, faculty and staff problems, and organizational issues. Identification They came.