ERIC Number: ED356702
Record Type: RIE
Publication Date: 1992
Creating Distinctiveness: Lessons from Uncommon Colleges and Universities. ASHE-ERIC Higher Education Report No. 6, 1992.
Townsend, Barbara K.; And Others
Distinctive colleges and universities, as opposed to the great majority which fit into a more or less standardized mold, possess a unifying theme or vision which is expressed in all their activities. They often respond to newly emerging societal or community needs unmet by existing colleges and universities; they challenge conventional ideas about higher education and inspire greater engagement by students and faculty in undergraduate education. However, distinctiveness can also limit the institution to a very small market niche as well as sometimes making it more difficult for it to adapt to the changes necessary for survival. Strategic management models, such as the interpretive and adaptive models, need to be employed to aid distinctive colleges and universities to survive and grow. Recommendations for higher education leaders contemplating whether to pursue distinctiveness include: (1) identifying institutional values, followed by clarification, communication, and acting on unifying the values and themes found; (2) conducting a situation analysis to determine if the school is a likely candidate for distinctiveness; (3) selecting the desired level of market exposure; and (4) performing market research to uncover markets to which the college or university can appeal. Contains over 150 references and an index. (GLR)
Descriptors: Colleges, Differences, Educational Innovation, Governance, Higher Education, Institutional Mission, Institutional Survival, Models, Organizational Change, School Based Management, School Policy, Specialization, Undergraduate Study, Universities, Values
Publications Department, ASHE-ERIC Higher Education Reports, The George Washington University, One Dupont Circle, N.W., Suite 630, Washington, DC 20036-1186 (Single copy prices, including 4th class postage and handling, are $17 regular and $12.75 for members of AERA, AAHE, AIR, and ASHE).
Publication Type: ERIC Publications
Education Level: N/A
Audience: Administrators; Practitioners
Sponsor: Office of Educational Research and Improvement (ED), Washington, DC.
Authoring Institution: Association for the Study of Higher Education.; ERIC Clearinghouse on Higher Education, Washington, DC.; George Washington Univ., Washington, DC. School of Education and Human Development.
Note: For full length report summarized here, see HE 026 357.