Transforming Higher Education
Chapter 6: Developing and maintaining a market oriented university
AbstractGiven the faster pace of change in the higher education sector, we focus on relevant organizational change frameworks and methods university leaders can use in their efforts to become market-oriented. A key challenge most organisations confront, and is certainly one that is particularly pronounced in higher education institutions, is resistance to change. We offer recommendations for how university planners can both plan and begin to execute a shift toward becoming market oriented. Overcoming organizational and leadership biases, plus less-productive routines, can accelerate the market-oriented transformation, and developing a customer-oriented mindset among the university’s many employees is an essential part of any change initiative.
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