Strategic marketing of educational institutions
H
su
n (
Tony
)
Huang, Victoria University,
tony7huang@yahoo.com
Wayne Binney, Victoria University,
Wayne.Binney@vu.edu.au
Anne
-
Marie Hede, Victoria University, Anne
-
M
arie.Hede@vu.edu.au
Abstract
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 the
oretical
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
explor
e the
elements of
external
industry
structure
,
in
ternal
resources a
nd capabilities, and
institutional performance
with
senior HE decision
-
makers
.
F
actors of competitive advantage and the indicators of
institutional performance
identified in the study verify and further develop the limited
understanding r
elating to strategic marketing of educational institutions.
 --ANZMAC 2010 conference name: 'Doing more with less' - Conference held: 29 November - 1 December 2010, College of Business and Economics, University of Canterbury, Christchurch, N.Z.