Managing to be different?: Strategic imagination or “strategic” imitation?

Managing to be different?:Strategic imagination or “strategic” imitation? Gary Rhoades Professor and Director Center for the Study of Higher Education University of Arizona

Clark’s case studies… The Distinctive College Entrepreneurial Universities >>>>> An organizational focus

…within national systems of higher education The higher education system: Academic organization in cross-national perspective The triangle model

Moving to the market$/£ Academic capitalism and the new economy Entrepreneurial Universities New circuits of production Research markets, corporate markets, student markets

“Beyond natl states, markets, & systems of hed: A glonacal agency heuristic” Marginson & Rhoades Conceptually framing universities in terms of global, national, & local agencies and collective/organizational/individual agency

Global positioning strategy Global positioning system USAF wing insignia EU’s gps Conceptualizing univs as presenting/projecting themselves (to international students) in global, national, & local space (& time)

Global positioning strategy framework • Goals: Independent enterprise v state/city building; world class/rankings; STEM. • Position & trajectory: Reference to place (city, country, continent, globe); trajectory of movement and place over time (in history) • Strategy: Form & content of what is being featured (Facebook-look); personal lifestyle; support (staff). • There is a triangulation here, of a sort, as a kind of parallel to Bob’s triangle model, • But situated above and below the national, globally as well as locally, and with trajectory built into it.

My analytical aim & interest:Back to my title • I’m looking to place universities in terms of time & space as well as of paths & directions, in ways that enable us to see elements of both imitation & imagination in the choices and agency being exercised by university actors. They may be managing from very different places and in different particulars to be increasingly similar in key regards. • I have an enduring analytical interest in the way that insts moving to the market position themselves in relation to various public roles, in who they seek to serve and in the programs and work, sometimes academic that they pursue and feature (and overlook) in seeking to do so. At the core of the growing similarity among universities, then, may be their stance in relation to their publicness, their public purposes.

The cases • From the UK, two cases identified in Clark as entrepreneurial univs, one English (University of Warwick), one Scottish (University of Strathclyde) • From the U.S., two rising universities known to be entrepreneurial and high in international student numbers, one private (New York University), one public (Arizona State University) • From South Africa, two cases that are established, leading universities: University of Cape Town, University of the Witwatersrand, Johannesburg (UWits)

Rising universities & high profile, long-term leaders John Sexton NYU 2002-2015 Andrew Hamilton 2015- Michael Crow ASU 2002-

The data source • Univ websites that specifically target international students. • Use of website analysis in studies of univs. See Saichaie & Morphew, 2014: “College and university websites are a primary means by which prospective students learn about institutions of higher education (IHES) and are essential to these organizations’ marketing practices…” (p.500) • Also a primary source for international students: a 2015 study of UG international students found that for 11 of the 14 countries students identified the institutional website as the first (5) second (1) or third (5) most significant influence in their decision making about where to go. Interestingly, not for students from China (#1 is agents), and not for Malaysia or Hong Kong (#1 is family).

Arizona State University • “Learn to thrive: ASU—one of the top universities in the world”https://students.asu.edu/international • “Get to where you want to be--faster.” One student. Their future. • Rankings featured: Arizona State Univ is a top choice for intntl students. ASU is ranked 79th in the world by the Academic Ranking of World Univs by Shanghai Jiao Tong University. Read more national & intntl rankings. #4 online MBA, #15 Exec MBA; #50 ft MBA, “world class MBA”

ASU web site quotes “#1 most innovative school in the country. US News and World ranks ASU #1 on its ‘most innovative colleges’ list, putting us in the company of such elite schools as Stanford and MIT.” Outdoor lifestyle; Eating, sports, weather; America’s sunniest metropolis… “Phoenix means business” Michael Crow welcome: It’s also in one of the most dynamic regions in the United States; it’s a place where the United States is still being built. And so this isn’t New York, this isn’t Chicago, this isn’t Philadelphia. This is Phoenix. This is a place that’s being born in the same way that many cities overseas are morphing and changing and moving in new directions. So there’s a dynamism here, there’s an energy here.

New York University • One image on welcome page, of passports… • https://www.nyu.edu/admissions/undergraduate-admissions/apply/freshmen-applicants/international-students.html • Office of Global Services. One staff member with pic/email identified for intntl sts. “Contact us” has a list of offices in NYC, with phone numbers. • The “newly admitted students” tab takes you to: Lists of things to do “before you arrive” (with an image of a passport) & “when you arrive” (with an aerial shot of Manhattan). • Like NYC, perhaps, it’s there, and it’s up to you to…

NYU web site quotes In addition there is a link to “International Student Fees” “If you are an intntl st at NYU, you will have to pay $90 for each semester or term you register for class. An intntl st at NYU is anyone who is not a US citizen or Permanent Resident. This fee is part of the cost of attending NYU. (There is no sense of any any service for this) (Welcome to NYU) There is a “Transitioning Home” link. “Going back to your home country after being away is not always an easy thing.” (Not much on transitioning to NYC ) The recruiting pitch is volume, networking, NYC…

The University of Strathclyde • We are here to help and support you. “We offer a range of special support services to help intntl sts settle into life at our univ & to enjoy their time in Scotland.” Impressive array of services from money issues to faith to disability services. • Bullets that are not rules, and what you cannot do, as with NYU, but that follow through on a promise of support. • Recruitment & International Office link to “What we do and where to find us,” w/ a complement of staff including 6 intntl st advisors, an advisor each for postgrads and market analysis, 5 for support (2 for UK & EU) and 8 for English language teaching. • Before you arrive, when you arrive, your first few days, and Why Strathclyde and Strathlife links that are image rich. • The overall impression is like a Baedaker or any good guide bk.

Strathclyde web site quotes “We’re an international technological university located in the heart of Glasgow, Scotland’s largest city. Our commitment to useful learning guides our research, our learning and teaching, and the way we work with businesses and organisations.” Science is featured, as is Strathclyde’s role in shaping it “We’re one of the UK’s top 20 research univs. Our new Technology and Innovation Centre is set to revolutionise the way that academia and industry work together. The latest Research Excellence Framework (REF) results show that Strathclyde has major strengths in science, engineering, business, and the humanities. Our Department of Physics is rated number one in the UK, beating Oxford, Cambridge, and Imperial College. Strathclyde business school is one of the top 10 in the UK and number one in Scotland.” “Scotland is famed for its proud and dramatic history, but modern Scotland offers a lighter side with its vibrant festivals, legendary hospitality and thriving music scene. Glasgow offers the best retail experience in the UK outside London, and it's no surprise that the New York Times named Glasgow as one of the world's top 12 places to be seen in 2012.”

University of Warwick • In terms of infrastructure of recruitment and support staff/services, Warwick takes it to another level. • Is a different pitch than Strathclyde: Homepage pic of 8 intntl sts wearing Warwick sweatshirts. http://www2.warwick.ac.uk/study/international/ • Level of staffing of recruitment (overseas contacts, appointed agents in 16 countries, & intntl events) & of support.. • A tone of support: for visas and immigration, an image not of passports but of people, with tabs for advice: Contact the team, connect w/ us. • A page of intntl scholarships, a portal, & site for searching by country. • An amazing “global community” Facebook-like site of students, with faces, profiles, and testimonials about selecting Warwick. http://www2.warwick.ac.uk/study/international/community • Mark Zuckerberg would be impressed…

Warwick web site quotes “We stand out from the traditional universities with our close links to business and industry. Companies use Warwick’s knowledge to develop their own strengths and ensure that they remain at the cutting edge within their industries. That cutting edge insight is developed out of world-class and internationally renowned research, with Warwick currently ranked 7th overall in the UK according to the latest research assessment framework 2014. This is recognised within our reputation with employers, with Warwick ranked top 15th in the world in the QS world university rankings 2014/15. Perhaps you’ll want to choose a university that is getting ahead in a fast-moving world. Choosing a Russell Group university will give you the backing you need. Named The Times and Sunday Times university of the year 2015, we are ever-present in the lists of the UK’s and the world’s great universities.” “Campus life: As well as the lakes, woods and wildlife you’ll find all the essentials for modern living, including shops, banks, restaurants, bars, a sports centre and arts centre. situated on the border of the busy city of Coventry and Shakespeare’s county, Warwickshire, the campus offers the perfect blend of city and countryside.”

University of Cape Town • “Why UCT” http://uct.ac.za/apply/intlapplicants/chooseucy/why/ Ubuntu, “Afropolitan university” • “Ten good reasons to study at the Univerity of Cape Town” “UCT is a world-class African university.” • International Academic Programmes Office (IAPO) • Extensive staff, with contact info, that provides a wider than typical range of info and services & an Orientation Week. http://iapo.uct.za/iapo/intstud/orientationpre-reg • And links to a transition organization that helps international students with re-location to Cape Town.

UCT web site quotes “In 2008, UCT’s Deputy Vice Chancellor Professor Thandabantu Nhlapo defined Afropolitanism as the university’s aspiration to embrace more meaningfully and more visibly its African identity and to play a significant continental role as one of Africa’s leading institutions. IAPO continues to work to align itself with UCT’s Afropolitan vision.” “In the continuing spirit of celebrating our Afropolitan niche both geographically and intellectually, UCT annually celebrates Africa Month each May with a host of events for both students and staff.” “UCT proudly stands as Africa’s top-ranked, research-led university. It is also ranked among the top 100 univs in the world for eight of its subject areas in the Times Higher Education Rankings.” The Afropolitan agenda “leverages UCT’s unique position as a meeting point Between Africa and the world in terms of global debate, knowledge creation, And the articulation of innovative solutions to the world’s problems.”

University of the Witwatersrand, Johannesburg • UWits takes the Afropolitan agenda to another level. • “Wits graduates have gone on to become global leaders in every field of endeavor. Through their civic engagement, they have built cultural institutions, fought injustice, and worked to make their communities better places. The Wits of today is no different. Read more in “Wits matters: building lives, transforming a nation, advancing a continent. • The International Students Office provides a range of services “that complement those provided by faculties and academic depts.” • An extensive, downloadable handbook, with a section on safety. • A full page on campus life, with tabs on sport, student services, campus safety, and eateries.

UWits web site quotes “Wits is a remarkable univ that is internationally distinguished for its excellent research, high academic standards and commitment to social justice. We invite you to join us on our extraordinary journey to effect meaningful change in society and pave the way for a bright future for generations to come.” “The history of the University is inextricably linked with mining, academic excellence, quality research and political, social and civic activism - associations built on strong foundations, which still hold today.” “WITS IS: intntlly recognised for its academic and research excellence an active social leader that takes a stand on social issues affecting communities, the country and globe an engaged university committed to local transformation and the advancement of the public good the intellectual hub of the continent, with over 40 major projects running throughout Africa”

Managing to be different?Evidence of strategic imagination • Goals: “Afropolitan” univs and agenda of UCT and UWits: Beyond the individual enterprise to sense of responsibility for building a continent and for fostering change that benefits communities. • Position: ASU and UWits position selves historically in relation to the establishment--this is not New York City, this is not Chicago; in relation to “difficult political history.” • Strategy: Much variation here in form. Different paths to attracting international students: Warwick, Facebook-like, campus “team,” and global outposts; Strathclyde, we’re here to support you; NYU, we’re here, you’ll come.

Managing to be different?Evidence of “strategic” imitation • Goals: For all, rankings/quality/world class. Even rising, distinctive places (e.g., ASU & “New American University) emphasize established standing. All feature Eng/Bus/STEM. All UK/US universities present selves as independent enterprises, but not in particularly distinctive ways. • Position: Only African universities feature region. Others mention cities, and Strathclyde mentions Scotland (and Glasgow), but more in terms of a tourist gaze. • Strategy: All universities focus on personal lifestyle and benefit for students who have the money and time to pay and play.

Managing to be different?Takeaway thoughts • Who’s colonizing whom? Distinctiveness of the colonized univs. UK and U.S. univs being “colonized” (see Marginson as well on Australian univs in this regard) by a form of academic capitalism that reduces the scope of universities’ public purpose to upward mobility for individual students and independent enterprises. • Higher education in a consumer society. Privileging students who are able to pay to play as well as the academic programs and purposes that students from dominant international markets (China/India) pursue--business and engineering. The enrollment management challenge of imbalance. The limits of intercultural diversity amidst “ac capitalism.”

Takeaway thoughts continued… • Relative “neutrality” in relation to key identities, social issues and challenges (except UWits) in a way different from Bob’s “Distinctive Colleges.” Emphasis on relevance to industry/business but relative lack of a real niche. In pursuit of elite international student markets (to invoke Martin Trow) to generate sustainable revenue streams, these independent enterprises operate with particular global gazes that overlook/background the local (& national) & social/community development challenges. • To answer the question in my title, it is not just a matter of either/or. One value of the Global Positioning Strategy heuristic is to enable us to see not just place but also trajectory. Managing to be different? No. Managing differently to be more alike.

Thank you… grhoades@email.arizona.edu

Managing to be different?: Strategic imagination or “strategic” imitation?