University Strategic Imperatives: How Strong are the Signals?

Abstract

Inspired by a recent experience of a strategic planning committee member at a Midwest public university, this study tests whether some of the common strategic imperatives selected by large public universities relate to academic reputation. Signaling theory logic was used to build hypotheses and propositions, including the need to mitigate asymmetric information. Data was collected on 119 public universities analyzing the effects of research impact, student retention rates, and external support on a university’s academic reputation. Results indicate that student success, good scholarship, and external stakeholder support are positively related to academic reputation. Governance implications were also discussed.