The University Strategy Narrative: Advertisement, Story or Blueprint?

Timothy Devinney () and Grahame Dowling ()
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Timothy Devinney: Alliance Manchester Business School
Grahame Dowling: University of Technology

Chapter 2 in The Strategies of Australia’s Universities, 2020, pp 21-27 from Springer

Abstract: Abstract Strategies are narratives about how an organisation will engage its future. These stories can play three roles for a university. They can advertise the university, they can tell a story of how the university will navigate a path through the future or they can be a blueprint outlining the choices and investments necessary to survive and prosper. Australia’s public universities use their statements of strategy to play all three roles. However, the statements that look like advertisements inevitably trivialise the importance of strategy and are easily ignored by its stakeholders.

Keywords: Strategy—narrative; Advertisement; Story; Blueprint (search for similar items in EconPapers)
Date: 2020
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DOI: 10.1007/978-981-15-3397-6_2

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