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ERIC Number: ED356753
Record Type: Non-Journal
Publication Date: 1992-Oct
Pages: 4
Abstractor: N/A
Reference Count: N/A
ISBN: N/A
ISSN: N/A
Creating Distinctiveness: Lessons from Uncommon Colleges and Universities. ERIC Digest.
Townsend, Barbara K.; And Others
This brief report summarizes a longer document with the same title. Distinctive colleges and universities possess a unifying theme or vision that is expressed in all their activities. They also usually respond to newly emerging societal or community needs unmet by existing schools of higher education. Distinctiveness, however, can limit the institution to a very small market niche as well as sometimes paralyzing it from adapting to change 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 universities and colleges pursuing distinctiveness include: (1) identifying institutional values, followed by clarification, communication, and acting on unifying the values and themes that are 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 desired markets to which the college or university can appeal. (GLR)
Publications Department, ASHE-ERIC Higher Education Reports, The George Washington University, One Dupont Circle, Suite 630, Washington, DC 20036-1186 ($1, full report $17).
Publication Type: ERIC Publications; ERIC Digests in Full Text
Education Level: N/A
Audience: Administrators; Practitioners
Language: English
Sponsor: Office of Educational Research and Improvement (ED), Washington, DC.
Authoring Institution: ERIC Clearinghouse on Higher Education, Washington, DC.; George Washington Univ., Washington, DC. School of Education and Human Development.