Abstract
The primary objective of the study was to describe the extent to which image differentiation strategies may be used to gain competitive advantage among private tertiary education institutions in Botswana. The study examined how image differentiation may be employed by private tertiary education institutions to achieve competitive advantage. The study used descriptive survey research and the findings revealed that the institutions have not done enough in image differentiation to clearly stand out as differentiated universities. The study recommends that the universities must get involved in activities that will enhance institutions’ image. Institutions need to work together with key stakeholders and continually seek ways to attain competitive advantage through image differentiation.
Highlights
Private tertiary education institutions are wrestling with decisions of how to effectively compete in local and international markets, but the quality of the programmes is not appreciated by students and the industry at large
The following are the results on image differentiations as a means of gaining competitive advantage among private tertiary education institutions
The study sought to analyse image differentiation strategies of Private Tertiary Education Institutions in Botswana may employ in order to gain competitive advantage
Summary
Private tertiary education institutions are wrestling with decisions of how to effectively compete in local and international markets, but the quality of the programmes is not appreciated by students and the industry at large. In this era of globalisation and tertiary education landscape becoming highly competitive, only those institutions that are competitive and differentiated are more likely to withstand the competitive pressures within the industry. The aim of this research study is to describe image differentiation strategies tertiary education institutions may employ to achieve competitive advantage. This study seeks to explore how tertiary education institutions may gain competitive advantage though pursuance of image differentiation strategies
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