COMPETITIVE STRATEGIES IN HIGHER EDUCATION: SCALE DEVELOPMENT

Leveraging on resource based-view theory, this paper shows strategies adopted in higher education to remain competitive. Using scale development method, 60 questionnaires as survey instrument was distributed and 58 respondents completed and returned. The result of socio-economic demographic variables, factor analysis and validity using the statistical packages for social science. Five dimensions were adopted: cost leadership strategy, service differentiation strategy, cost focus strategy, integration strategy and diversification strategy. The validity and reliability result as well as managerial implication, limitation and future research were discussed