(1413.pdf) THE CHALLENGES OF STRATEGIC MANAGEMENT IN HIGHER EDUCATION: THE CASE OF A MALAYSIAN PRIVATE UNIVERSITY

摘要

Globalization has introduced a paradigm shift in the role of higher education from a traditionalorganization for scientific inquiry to a more entrepreneurial organization based on knowledgeeconomy. Strategic management is arguably the most important management activity in highereducation reform in view of the current turbulent political, social and economic changes brought aboutby globalization. Major changes in the strategic management of higher education today are influencedby the management practices of the business sector. The focus of universities is increasingly more onaggressive marketing competition, a forceful leadership and accountability for allocation of resources.The ultimate goal of strategic management is to increase the performance of the organization. Thiscan only be achieved by successful strategic management practices that acknowledge human beingsas the major key players in the organization. For strategic management of higher education to bemore effective, it must be capable of planning, allocating, coordinating and monitoring its investment,production and distribution of resources. However, specific challenges are inherent as highereducation moves towards the desired goals. This paper will discuss the challenges of strategicmanagement in higher education in terms of: (a) allocation of resources, (b) staff support, (c)identifying effective models, and (d) citing the example of a private university in Malaysia.