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1、CompetitiveIntelligence:SignificanceinHigherEducationBySusanE.Barrett,MLA,MSEd,EdDMarketinfluencesandcompetitionforrev-catedthat"evenuniversitypresidentswerecho-enueareevidentthroughoutthehighereducationsenfortheirabilitytoraisemoneyandtheircloselandscape(Newman,Couturier,andScurry,tiestothecorpora
2、tesector"(Washburn,2005,p.2004).Writingin2004,Newman,Couturier,and204).ScurrynotedthatcompetitionwithintheHigherSlaughterandRhoades(2004)expandedbe-Educationsector,thoughevidentforthepastsev-yondWashburn'sconceptofthestudentascon-eraldecadesonaminimalscale,hadlongre-sumerrelativetotheuniversityasma
3、rketer.Inmainedbasicallybenign.Today,however,com-thistypeofenvironment,conceptsof"profitcen-petitionisseriousandpowerful.Universitiesthatters"and"academiccapitalism"wereintroduced.wereaccustomedtoanestablishedplaceintheirUniversitieswerenowusingmechanismssuchassegmentofhighereducationandwithintheir
4、geo-marketplaceanalysis,managerialcapacity,part-graphicareanowfindingthat"thecompetitiontimefaculty,copyright,andinformationtechnol-crossedboththeseboundaries"(p.3).Seekingogytocreateprofitcentersthatlinkedthemtoasourcesofrevenuehasbecomeaconstantpres-networkofactorsthatincludedbothotheruni-sure,an
5、didentifyingopportunitiesforgrowthandversitiesandcorporations.Theauthorsstressed:strategicpositioningisnowessentialtosurvival."ThepresentsituationwasnotlinksbutspheresWashburn(2005)reinforcedthisaspectofofinteractivitythathadnoboundaries.Issuestheuniversityasaconstantseekerofrevenueandsuchascommerc
6、ializationwerediscussedastheythereforeactedmorebusiness-likethanacademic.relate[d]toprofitability"(p.11).Theauthorsfur-Shenotedthat,throughmarketpursuits,univer-thernotedaninternalinfrastructureof"profitori-sityadministratorshadadoptedthelanguageofentedactivitiesaspointsofreorganization(andbusiness
7、.Studentswerereferredtoascustomers,newinvestment)byhighereducationtodevelopandcoursesandideasasproducts.Thebusinesstheirowncapacity,(andtohirenewtypesofpro-attitudesofhighereducationadoptedfromin-fessionals
