DIFFERENTIATION FOR COMPETITIVE ADVANTAGE: A CASE OF PRIVATE TERTIARY EDUCATION INSTITUTIONS IN GABORONE

Description

The primary objective of the study was to describe the extent to which differentiation strategies may be used to gain competitive advantage among Private Tertiary Education Institutions in Gaborone. The study examined how product, personnel and image differentiation may be employed by private tertiary education institutions and also discussed the challenges that impede on institutions’ efforts to achieve competitive advantage through differentiation. The study used descriptive survey research and the findings revealed that the private universities have to a certain extent employed product, personnel and image differentiation strategies. There was evident that the institutions have not done enough to clearly stand out as differentiated universities. The study recommends that the universities must appeal to prospective employers; hire, train and retain competent staff, and also get involved in activities that will enhance institutions’ image. Institutions need to work together with key stakeholders and continually seek ways to attain competitive advantage through product, personnel and image differentiation.