ABSTRACT
This chapter seeks to understand how a variety of American institutions of higher education use intercollegiate athletics to meet the expectations of all stakeholders, and how an athletic program’s missions and goals must be matched to those of the institution as a whole through the strategic management process. An effective mission statement provides a sense of direction for every individual and group in the organization. In intercollegiate athletics, top-level administrators such as presidents, athletic directors, and commissioners are often responsible for engaging the organization in strategic planning. In terms of strategic management, the vision provides the organization with an immediate and enduring sense of purpose and serves as a starting point for the mission statement. In the strategic management process, before deciding on a plan of action or a strategy to achieve a mission, the organization must analyze the situation carefully—a process called situation analysis.
