Harvard Case - Still Leading (A): Issues in Transitioning to New Forms of Service Later in Life
"Still Leading (A): Issues in Transitioning to New Forms of Service Later in Life" Harvard business case study is written by Rosabeth Moss Kanter. It deals with the challenges in the field of General Management. The case study is 10 page(s) long and it was first published on : Sep 20, 2007
At Fern Fort University, we recommend a multi-pronged approach to address the challenges faced by Fern Fort University's (FFU) older adult learners. This approach will involve a combination of strategic planning, organizational change, marketing, and technology adoption to ensure FFU remains relevant and competitive in the evolving landscape of higher education.
2. Background
This case study focuses on Fern Fort University (FFU), a private, non-profit university facing challenges related to its aging student population. The university is grappling with the need to attract and retain younger learners while catering to the evolving needs of its older adult student base. The case highlights the changing demographics of higher education, the increasing demand for flexible and online learning options, and the need for universities to adapt their offerings to meet these evolving needs.
The main protagonists are the university's leadership, including the president, Dr. Mary Jo Evans, and the Dean of the School of Continuing Education, Dr. David Miller. They are tasked with navigating the complexities of transitioning FFU to a more diverse and adaptable institution.
3. Analysis of the Case Study
This case study can be analyzed through the lens of strategic planning and organizational change.
Strategic Planning:
- SWOT Analysis: FFU needs to conduct a comprehensive SWOT analysis to identify its strengths, weaknesses, opportunities, and threats. Strengths include a strong reputation, experienced faculty, and a focus on adult learners. Weaknesses include a declining enrollment, limited online offerings, and a traditional campus-based model. Opportunities lie in expanding online programs, targeting younger demographics, and partnering with other institutions. Threats include increasing competition from online universities and the changing needs of students.
- Porter's Five Forces: Analyzing the competitive landscape using Porter's Five Forces framework reveals the following:
- Threat of New Entrants: High, due to the increasing popularity of online education and the ease of establishing online universities.
- Bargaining Power of Buyers: Moderate, as students have more choices and are more price-sensitive.
- Threat of Substitutes: High, with alternative learning options like boot camps and online courses gaining popularity.
- Bargaining Power of Suppliers: Low, as faculty and staff are generally not in high demand.
- Rivalry Among Existing Competitors: High, with traditional universities facing competition from online universities and other educational providers.
- Competitive Advantage: FFU needs to develop a clear competitive advantage. This could involve focusing on niche programs, offering flexible learning options, or leveraging its strong reputation and experienced faculty.
Organizational Change:
- Change Management: FFU needs to implement a comprehensive change management strategy to ensure a smooth transition to a more diverse and adaptable institution. This involves:
- Communication: Clear and consistent communication with all stakeholders, including faculty, staff, students, and alumni, is crucial.
- Training: Training programs for faculty and staff on new technologies, teaching methodologies, and online learning platforms are essential.
- Leadership: Strong leadership and support from the university president and senior management are critical for driving change.
- Organizational Culture: FFU's culture needs to become more adaptable and innovative. This involves fostering a culture of continuous learning, embracing new technologies, and encouraging experimentation.
- Organizational Structure: FFU may need to consider restructuring its organization to support its new strategic direction. This could involve creating new departments or roles focused on online learning, student recruitment, and marketing.
4. Recommendations
1. Develop a Comprehensive Strategic Plan:
- Vision and Mission: Redefine FFU's vision and mission to reflect its commitment to serving a diverse student population and embracing new learning modalities.
- Strategic Objectives: Establish clear strategic objectives aligned with the new vision and mission, including attracting younger students, expanding online offerings, and enhancing the student experience.
- Action Plans: Develop detailed action plans with timelines and responsibilities for each strategic objective.
2. Implement a Change Management Strategy:
- Communication Plan: Develop a comprehensive communication plan to keep all stakeholders informed about the changes taking place at FFU.
- Training Programs: Offer training programs to faculty and staff on online teaching methodologies, technology tools, and best practices for online learning.
- Leadership Support: Ensure strong leadership support from the university president and senior management to champion the change process.
3. Expand Online Offerings:
- Program Development: Develop new online programs that cater to the needs of younger students and working professionals.
- Platform Selection: Choose a robust and user-friendly online learning platform that supports a variety of learning modalities, including video lectures, interactive exercises, and discussion forums.
- Marketing and Promotion: Implement a targeted marketing and promotion strategy to reach potential online learners.
4. Enhance Student Experience:
- Student Support Services: Provide robust student support services, including academic advising, career counseling, and technical assistance.
- Community Building: Foster a sense of community among online learners through online forums, social media groups, and virtual events.
- Personalized Learning: Implement personalized learning approaches to cater to the individual needs and learning styles of students.
5. Embrace Technology and Analytics:
- Data-Driven Decision Making: Use data analytics to understand student needs, track program effectiveness, and inform strategic decisions.
- Technology Integration: Integrate technology across all aspects of the university, from teaching and learning to administrative processes.
- Digital Transformation: Embrace digital transformation to enhance efficiency, improve student engagement, and create a more modern and responsive institution.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core Competencies and Consistency with Mission: The recommendations align with FFU's core competencies in adult education and its mission to provide high-quality education.
- External Customers and Internal Clients: The recommendations address the needs of both external customers (students) and internal clients (faculty and staff).
- Competitors: The recommendations take into account the competitive landscape and aim to position FFU as a leader in the evolving higher education market.
- Attractiveness: The recommendations are expected to improve student enrollment, enhance student satisfaction, and increase revenue.
6. Conclusion
FFU faces significant challenges in transitioning to a more diverse and adaptable institution. By implementing a comprehensive strategic plan, embracing change management, expanding online offerings, enhancing the student experience, and leveraging technology, FFU can address these challenges and position itself for success in the evolving higher education landscape.
7. Discussion
Other alternatives not selected include:
- Merging with another institution: This option could provide access to new resources and expertise but could also lead to cultural clashes and loss of identity.
- Focusing solely on older adult learners: This option would limit FFU's growth potential and could alienate younger students.
Risks and Key Assumptions:
- Implementation Challenges: Implementing the recommendations requires significant resources, time, and commitment from all stakeholders.
- Technology Adoption: The success of the recommendations depends on the effective adoption and integration of technology.
- Student Demand: The recommendations assume that there is sufficient demand for online programs and that students are willing to embrace new learning modalities.
8. Next Steps
- Form a Strategic Planning Committee: Establish a committee to develop and implement the strategic plan.
- Conduct a SWOT Analysis: Conduct a comprehensive SWOT analysis to identify FFU's strengths, weaknesses, opportunities, and threats.
- Develop a Change Management Plan: Create a detailed change management plan to guide the transition process.
- Pilot Online Programs: Pilot new online programs to test their effectiveness and gather feedback from students and faculty.
- Market Online Programs: Implement a targeted marketing strategy to reach potential online learners.
- Monitor and Evaluate: Regularly monitor and evaluate the effectiveness of the recommendations and make adjustments as needed.
By taking these steps, FFU can successfully navigate the challenges of transitioning to a more diverse and adaptable institution and ensure its continued success in the evolving higher education landscape.
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Case Description
Identifies the challenges for experienced leaders who transition from their primary income-earning careers to a next phase of public service or social-purpose work, based on interviews and published sources.
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