Towards an assessment of strategic credibility in academic libraries

Abstract

PurposeThe purpose of this original research is to gauge the level of academic libraries' strategic credibility by analyzing whether strategic planning goals align with annual reports.Design/methodology/approachA modified replication of a study by Jarvenpaa and Ives was used. A random sample of 28 ARL libraries was taken from ARL membership. Library directors were contacted for a copy of both a strategic plan and an annual report. A two‐way comparison was conducted between three groups using content analysis.FindingsAnalysis of strategic plans and annual reports revealed that the majority of the libraries in the study produced strategic plans. However, most libraries no longer produce annual reports. Canadian strategic plans were user‐centered, whereas US plans focused on “hot topics”. Themes emerged from the analysis of strategic plans including space planning, offsite storage, assessment, development, and personnel.Research limitations/implicationsDetermining the level to which ARL libraries have strategic credibility is difficult to surmise, since the anticipated number of annual reports did not materialize. Further research is needed to compare what impact strategic plans and marketing strategies have on fundraising.Practical implicationsSeveral tactical methods libraries can implement in order to get the attention of potential donors and funding agencies to support projects and programs include the hiring of a library development officer, contracting with a marketing firm, and greatly improving the quality of communication to clientele.Originality/valueThe paper presents original research and is of value to academic library leaders who want to know about current trends in communicating strategic goals and objectives to their clientele.