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Strategic Positioning in Higher Education: Reshaping Perspectives

Theory and Method in Higher Education Research

ISBN: 978-1-78635-895-0, eISBN: 978-1-78635-894-3

ISSN: 2056-3752

Publication date: 22 October 2016


Key forces shaping higher education drive institutions to make strategic choices to locate themselves in niches where they can make use of their resources effectively and efficiently. However, the concepts of strategy and strategic positioning in higher education are contested issues due to the nature and complexity of the sector and the university. As an industry facing increasing pressure toward marketization and competition, this study calls for an analysis of higher education, as an industry, in a more business-oriented framework. This chapter makes a contribution to scholarly research in higher education by applying Porter’s five forces framework to medical education. In doing so, it provides a foundational perspective on the competitive landscape, its environment, its organizations, and the groups and individuals that make up the higher and medical education sector.


Mahat, M. and Goedegebuure, L. (2016), "Strategic Positioning in Higher Education: Reshaping Perspectives", Theory and Method in Higher Education Research (Theory and Method in Higher Education Research, Vol. 2), Emerald Group Publishing Limited, Bingley, pp. 223-244.



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