Using the revenue histories of seven institutions to highlight industry-wide trends, this article focuses on how the pursuit of revenue accelerated the shift from institutional to market perspectives across U.S. higher education. (EV)

Presents a market taxonomy for higher education, including what it reveals about the structure of the market, the model's technical attributes, and its capacity to explain pricing behavior. Details the identification of the principle seams separating one market segment from another and how student aspirations help to organize the market, making…

Explores various market segments in higher education, demonstrating how faculty salaries, faculty-student ratios, use of part-time faculty, and student choice follow the ordering of the market. Teaching practices, on the other hand, appear to be invariant across market segments. (EV)

Describes the Collegiate Results Instrument (CRI), which measures a range of collegiate outcomes for alumni 6 years after graduation. The CRI was designed to target alumni from institutions across market segments and assess their values, abilities, work skills, occupations, and pursuit of lifelong learning. (EV)

Discusses the uses to which the Collegiate Results Instrument (CRI), discussed in another article in this issue, can be put by institutions and prospective students. Explores: What does the CRI teach an institution about its signature in the marketplace? How different are those signatures? Do they differ within and across market segments? What…

Proposes a set of axioms, rules, and practical tools that campuses can use when they ask: What is our market position and is repositioning possible? The tools are designed to help higher education institutional leaders and researchers achieve the goal of being both market smart and mission centered. (EV)