Is there any strategy in university strategic plans? A comparative study of the tone and content of strategic plans of Australian universities

This study analyses the strategic plans of Australia’s 40 universities, assessing their tone, content and coherence. Using sentiment analysis and comparative content evaluation, we contrast these plans with those of leading US universities and major Australian government departments. We find that Australian university plans adopt a markedly more positive and aspirational tone, shaped by distinct institutional and cultural contexts. However, they often lack core strategic elements such as clear performance metrics, competitive positioning and engagement with institutional challenges. As a result, while these plans seek to convey legitimacy, excellence and high standards, they often lack the depth and specificity required to provide meaningful strategic direction. Drawing on signalling and legitimacy theories, we argue that such documents function primarily as instruments of reputational alignment and normative conformity, rather than actionable strategy documents. JEL Classification: M10 Business Administration, General