Abstract
The primary objective of the study was to describe the extent to which personnel differentiation strategies may be used to gain competitive advantage among Private Tertiary Education Institutions in Botswana. The study examined how personnel differentiation may be employed by private tertiary education institutions in order to achieve competitive advantage. The study used descriptive survey research and the findings revealed that the private universities have to a certain extent employed personnel differentiation strategies. However, institutions have not done enough to clearly stand out as differentiated universities. The study recommends that the universities must appeal to prospective employers; hire, train and retain competent staff, and also get involved in activities that will enhance institutions’ credibility. Institutions need to work together with key stakeholders and continually seek ways to attain competitive advantage through personnel differentiation.
Highlights
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 study sought to analyse personnel differentiation strategies private tertiary education Institutions in Botswana may employ in order to gain competitive advantage
The study revealed that private universities under study have applied personnel differentiation strategies to some extent, yet it is still evident that they have not done enough to ensure that their institutions stand out from competition
Summary
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. Private tertiary education institutions are wrestling with decisions of how to effectively compete in local and international markets and students in some institutions have occasionally voiced their concerns regarding the operations of the institutions, poor facilities, poor quality lecturers (Obasi, 2008), among other things. Students and the public at large continue to rate private tertiary education institutions second to public and international due to poor quality of personnel. The need arises to investigate and analyse personnel differentiation strategies private tertiary education institutions can employ to gain competitive advantage. The aim of this research study is to describe personnel 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 personnel differentiation strategies
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