Argues that there is no place for parochialism in distance learning institutions and that their survival in the face of fierce competition will depend on their ability to understand and manage change, make bold and intelligent choices regarding the best strategy to follow to become learning organizations and master the ever‐changing technological revolution in order to serve fully the needs of customers in an expanding marketplace. Lists the desired characteristics of an effective distance‐learning organization, provides a current profile of Distance Education and Training Council member institutions and offers practical suggestions for distance learning programme design.
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