Establishing a Culture of Digital Change within Universities
Author: Dino Rossi and Paul Jenkinson
Universities are complex, diverse and unique organisations. They are people orientated institutions whose goals and objectives vary across teaching, research and general administration. A fine balance exists between the authority and autonomy of faculty and the needs of management to drive the change necessary for their sustainability and growth.Through traversing the evolutions of industry, the increasing demands for mass education and changing government policy, universities have successfully demonstrated their ability to evolve. The rate of change however continues to increase. The combination of global connectivity and pervasiveness of digital technology is driving change at levels never previously experienced.
The increasing influence of digital technology requires change to achieve sustainable competitive advantage.
Digital technology is changing the way organisations interact with their stakeholders both internally and externally. It has elevated expectations regarding how products and services are to be sourced and accessed. It is setting the standards related to how we communicate and engage with colleagues and customers. And it is playing a greater role in informing customers of alternatives and competitive options.
Universities are at the forefront of this change. As the creators and educators of knowledge they share a responsibility to ensure the next generation of industry leaders and employees can thrive in this increasingly digitally influenced landscape. However, universities themselves are not immune to this change.
The need to create value propositions that attract and retain students has never been more evident. The education options available to students from both global and domestic education providers continues to increase. Student expectations are rising and yet changes to government higher education funding has universities seeking ways to increase productivity and efficiency while also seeking to improve the student experience.
Universities need to consider how they respond to the influence of digital change. The answer lies in taking a holistic approach, embracing a culture of change and positioning IT as the leader of agile change.
Digital change is inevitable
Change is constant. Digital is enabling change at increasing rates with undefined boundaries. Its reach is broad and wide, internal and external. Its access to information; analysis and interpretation of data and ability to automate responses has never been greater. The challenges for organisations, particularly those of long standing with deep established norms is how to address this new digital challenge.
This paper proposes that the increasing influence of digital technology requires that universities address their approach to managing change. Establishing agility is the key. However, the required change won’t happen on its own. Universities need to develop a culture of rapid and sustained change to turn the influence of digital technology into sustainable competitive advantage.
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