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The University Strategy Narrative: Advertisement, Story or Blueprint?

In: The Strategies of Australia’s Universities

Author

Listed:
  • Timothy Devinney

    (Alliance Manchester Business School)

  • Grahame Dowling

    (University of Technology)

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.

Suggested Citation

  • Timothy Devinney & Grahame Dowling, 2020. "The University Strategy Narrative: Advertisement, Story or Blueprint?," Springer Books, in: The Strategies of Australia’s Universities, chapter 2, pages 21-27, Springer.
    • Handle: RePEc:spr:sprchp:978-981-15-3397-6_2
    DOI: 10.1007/978-981-15-3397-6_2
    as

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