posted on 2010-01-01, 00:00authored byH Huang, Wayne Binney, Anne-Marie Hede
Strategy development in higher education (HE) institutions has not been investigated a great extent. To address this issue, this study reports on the first stage of a larger investigation of strategy development in HE. The theoretical background draws on two theories of strategy and competitive advantage, namely, industrial organisation (IO) and resource-based view (RBV). These are used to guide 32 in-depth interviews that explore the elements of external industry structure, internal resources and capabilities, and institutional performance with senior HE decision-makers. Factors of competitive advantage and the indicators of institutional performance identified in the study verify and further develop the limited understanding relating to strategic marketing of educational institutions.
History
Pagination
1 - 9
Location
Christchurch, New Zealand
Open access
Yes
Start date
2010-11-29
End date
2010-12-01
ISBN-13
9780473178208
Language
eng
Notes
Reproduced with the kind permission of the copyright owner.
Publication classification
E1.1 Full written paper - refereed
Copyright notice
2010, ANZMAC
Title of proceedings
ANZMAC 2010 : Doing more with less : Proceedings of the 2010 Australian and New Zealand Marketing Academy Conference