The Fundamental Lifestyle of a University Community: A Case Study of Higher Education in a Malaysian Institution

Abstract

This study identified the fundamental lifestyles adopted by a university community in Malaysia. Rapid growth and expansion of higher education in Malaysia is inevitable as the country moves from a production-based economy to one that is innovative and knowledge-based, requiring the development of a highly skilled and knowledgeable workforce. Research universities in Malaysia are leading the way in the generation of intellectual property and wealth for the country, as well as enhancing the quality of life of its people. A case study approach found that the university community's lifestyle is focused on recognitions. Implications for university personnel are discussed.Keywords: Malaysia, higher education, university community, lifestyle, transformation, BeMISHigher education is one of the most dynamic and rapidly growing service sectors in many parts of the world (Kapur & Crowley, 2011 Lee, 2004; Ministry of Higher 2011a; Transform Higher Education, 2011 UNESCO, 2005; Varghese, 2009). In fact, the rapid growth and expansion of the higher education sector in Malaysia is inevitable as the country is currently moving from a production-based economy to one that is innovative and knowledge-based and requires the development of a highly skilled and knowledgeable workforce (Arokiasamy, 2012). The shift towards a knowledge-based economy in the era of globalization also has contributed to the increasing demand for more and better quality graduates (Lee 2004; Varghese 2009). In order for higher education in Malaysia to remain relevant locally and competitive globally, it must undergo transformation (Levin 2001; Transform Higher Education, 2011). The push for excellence in research, innovation and commercial activities is particularly crucial to achieve the national agenda in Malaysia. As a matter of fact, research universities in Malaysia are now leading the way to generate intellectual property and wealth for the country and to enhance the quality of life of the people (Ismail, 2007). With the changing landscape of higher education in Malaysia, local universities have imposed stricter key performance indicators (KPI) targets on the staff (Azizan, Lim, & Loh, 2012). KPI measures the performance of academic and non-academic staff and also gauges their eligibility for promotion. The pressure to publish research papers, particularly in top-ranked journals, is an important facet of KPIs as it reflects recognition received by academics in local and international arenas. In addition, academic staffare encouraged to work together with industry and the community to leapfrog multi-disciplinary knowledge creation to address social, economic, environmental and health-challenges of the nation or region (Gill, 2012). At the same time, student and staff mobility can be promoted via exchange programs and collaboration with international institutions, which is in line with the internationalization policy outlined by the National Higher Education Strategic Plan (PSPTN) in Malaysia (Ministry of Higher Education Malaysia, 2011b). This implies that engagement with the local and international community through mobility, research and outreach activities are crucial.Fundamental LifestyleFundamental lifestyle is a way to segment people into groups based on three things: opinions, attitudes and activities (Harcar, Kaynak, & Kucukemiroglu 2004). As such, it measures peoples' activities in terms of how they spend their time, interests, where they place importance in their immediate surroundings, and their views of themselves and the world which may differ according to socio-demographic factors (Plummer, 1974). According to Khan (2006), there are four main characteristic lifestyles:* a group phenomenon that influences society* influence on all life activities* implies a central life interest* affected by social changes in societyStudies have shown that lifestyle affects the performance of over 80% of employees in organizations (Robertson, 2012) and is a factor that should not be overlooked. …