Managing Academic Internationalization: A Culture-Based Approach

The goal of the present paper is apply the blue-ocean strategy to the current status of the higher education system, with a major focus on managing cultural diversity in a global world. Universities nowadays represent poles of excellence in terms of cultural innovation, knowledge creation and transfer to the industry, an interface between home and host country as regards academic mobility (teaching and research mobility); they have a significant role in promoting cultural values and informed intercultural communication, creating academic consortia as well as interacting with the local and business communities. The paper shall also redefine: the role of university managers in the context of expanding internationalization, both in terms of student / staff mobility and developing research networks; the relation of universities and higher education to the needs of society, in view of attaining economic growth and technological advancement. In this respect, the cultural centres affiliated to HEIs represent the best vehicle for raising cultural awareness, informed and coherent understanding of „otherness”, overcoming the „either/or” perspective. University differentiation and diversity are key components of current European strategies as illustrated by several documents: New Skills for New Jobs: Action Now; Europe 2020: A Strategy for Smart, Sustainable and Inclusive Growth; EDU 2025; Blue Ocean Strategy; The FOR-UNI Blueprint; 2005 UNESCO Convention on Cultural Diversity. Managing cultural diversity in a global world has become equally a challenge and a prerequisite for higher education institutions in view of their survival on a highly competitive market and will eventually render sustainable advantage at national and international level. Cultural centers affiliated with universities represent poles of excellence in terms of facilitating and promoting interculturality, plurilingualism, staff and student mobility as well as an exchange of teaching and research practices. In this context, the Confucius Institute at “Lucian Blaga” University of Sibiu represents an example of best practice in terms of efficient management and anticipatory leadership.