Assessing the New Competitive Landscape

Abstract

This article is an excerpt from Dancing with the Devil: Information Technology and the New Competition in Higher Education by Richard N. Katz and Associates. This article presents a framework for how institutions can respond to a complex array of forces---new delivery technologies, changing demographics, the emergence of corporate universities, and a global economy---which are creating a competitive landscape. The authors review the desires that drive education, the trends within higher education, the sources of competitive advantage in the new marketplace and their relation to specific market segments. After presenting a case study of a public research university that did it right, the authors describe how to develop an institutional strategy to capitalize on new opportunities.