Phenomenological study of business models used to scale online enrollment at institutions of higher education.

摘要

The purpose of this qualitative phenomenological study was to explore factors for selecting a business model for scaling online enrollment by institutions of higher education. The goal was to explore the lived experiences of academic industry experts involved in the selection process. The research question for this study was: What were the lived experiences of the academic industry experts regarding the process used by public and private nonprofit higher education institutions to select an appropriate business model to scale online enrollment? Semi structured, in-depth interviews with 20 academic industry experts which were five consultants, five educators, five vendors and five program developers for online education in the United States were conducted.;Five different categories led to the following emerging themes (a) business model, (b) strategic plan, (c) faculty, (d) students, and (e) organizational culture. This phenomenological qualitative study is significant for institutions looking for business models to scale online enrollment because it examined the factors leading to making a selection. Academic leaders need more empirical evidence that identifies factors necessary to select a business model to scale online enrollment. The explanatory influence of teleological models explained the efficacy for facilitating change in higher education. One recommendation is to conduct a similar study with a single academic industry expert group. Academic leaders should reevaluate their current strategy regarding scaling online enrollment to ensure greater efficiency and functionality.