ABSTRACT
The four key markets in which institutions of higher education compete and that generate revenue,—student enrollments, research, public fiscal support, and private giving—all have distinct features. Customer motivation, the determinants of demand, market segmentation, institutional outputs and outcomes for customers, and market signals all have unique characteristics. How does a school’s current position, especially its stock reputation and prestige affect its opportunities in each of these markets? How does a school’s overall strategy and, in particular, its investments in reputation and prestige, shape its conduct in each of these markets? In this chapter we discuss the institutional positions and strategies of P, PS, and R schools in the context of the four revenue markets. As indicated in the preface, more background detail on each revenue market is provided in Brewer, Gates, and Goldman (2001); here the focus is on resource allocation behavior, and institutions’ strategic positioning in these markets.
