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Competition and strategy in higher education: Managing complexity and uncertainty

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  • Pucciarelli, Francesca
  • Kaplan, Andreas

Abstract

Like several other nonprofit and for-profit industries, the higher education sector has been subject to a series of fundamental challenges in the past decade. Education used to be considered a public good, provided by nonprofit organizations that were unexposed to market pressure and had clear societal missions. Now, education is becoming a global service delivered by quasi-companies in an ever-more complex and competitive knowledge marketplace. To cope with these challenges, higher education institutions need an appropriate strategy, a necessity reflected in numerous calls for research on strategy in the higher education sector. This article's purpose is to contribute to this discussion by providing prescriptive guidance to higher education managers and policy makers. To this end, it proposes a SWOT (strengths, weaknesses, opportunities, threats) analysis illustrating eight key trends that will impact higher education and academia in the short-to-medium term. Drawing from these trends, three core challenges are identified that higher education institutions will face and that have fundamental implications for research and practice: (1) the need to enhance prestige and market share; (2) the need to embrace an entrepreneurial mindset; and (3) the need to expand interactions and value co-creation with key stakeholders.

Suggested Citation

  • Pucciarelli, Francesca & Kaplan, Andreas, 2016. "Competition and strategy in higher education: Managing complexity and uncertainty," Business Horizons, Elsevier, vol. 59(3), pages 311-320.
    • Handle: RePEc:eee:bushor:v:59:y:2016:i:3:p:311-320
    DOI: 10.1016/j.bushor.2016.01.003
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    References listed on IDEAS

    as
    1. Kaplan, Andreas, 2014. "European management and European business schools: Insights from the history of business schools," European Management Journal, Elsevier, vol. 32(4), pages 529-534.
    2. Kaplan, Andreas M., 2012. "If you love something, let it go mobile: Mobile marketing and mobile social media 4x4," Business Horizons, Elsevier, vol. 55(2), pages 129-139.
    3. Luminiţa NICOLESCU, 2009. "Applying Marketing To Higher Education: Scope And Limits," Management & Marketing, Economic Publishing House, vol. 4(2), Summer.
    4. Cotton, John L. & Stewart, Alex, 2013. "Evaluate your business school's writings as if your strategy matters," Business Horizons, Elsevier, vol. 56(3), pages 323-331.
    5. Kaplan, Andreas M. & Haenlein, Michael, 2010. "Users of the world, unite! The challenges and opportunities of Social Media," Business Horizons, Elsevier, vol. 53(1), pages 59-68, January.
    6. Eva Nedbalov� & Luke Greenacre & John Schulz, 2014. "UK higher education viewed through the marketization and marketing lenses," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 24(2), pages 178-195, December.
    7. Budde-Sung, Amanda E.K., 2011. "The increasing internationalization of the international business classroom: Cultural and generational considerations," Business Horizons, Elsevier, vol. 54(4), pages 365-373, July.
    8. Kaplan, Andreas M. & Haenlein, Michael, 2009. "The increasing importance of public marketing: Explanations, applications and limits of marketing within public administration," European Management Journal, Elsevier, vol. 27(3), pages 197-212, June.
    Full references (including those not matched with items on IDEAS)

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