ABSTRACT
The field of higher education like any other “business” is not immune to competition, neither are courses or programs which universities offer immune from becoming obsolete; they may not have the same level of attraction (pull) forever. This chapter uses the concept of the product life cycle to show how curricula are introduced, managed, or eliminated in order to keep a university competitive to attract good students, good faculty, and staff all which can translate into higher ranking. With higher ranking a university can attract grants and more donations. This chapter discusses how universities distinguish themselves in the market in order to be competitive. It also discusses how innovations in higher education make some universities more successful in attracting their essential stakeholders (students, employees –faculty and staff, donors, and corporate recruiters).
