Abstract

Outreach programs are a common tool for attracting new students to higher education, and have been used also in IS. These outreach programs are often short-lived. This study examines factors affecting the successes of outreach programs by using value co-creation and service dominant logic as a theoretical framework. Through an interview study involving teachers, administrators, and student counsellors from upper secondary and higher education, this paper examines how each stakeholder group views the value they, and others, have gained or expect or propose to be gained from those programs. The paper identifies key differences in gained value and challenges in maintaining education outreach programs, but at the same time notes the similarities in their perceived value, which could be used when planning future programs.