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The Ministry of Technology and Higher education research, has widely issued regulations to strengthen research performance, to improve the competitiveness of the nation in the face of the industrial Revolution of 4.0. This government effort should be addressed by private universities, especially those in the target cluster, to improve research performance and scientific publications in accordance with the challenges of industrial automation, so that private universities can participate A role in the Industrial Revolution 4.0 Addressing the improvement of quality and quantity of research and community service, private universities in the target cluster are required to conduct management of culture change. Culture in organizations influences the organizational performance as it can unite the members of the Organization in achieving strategic objectives. The culture change in the college organization is expected to respond positively to the challenges and competition in improving the performance of research and scientific publications. The model used in the organizational culture analysis is the Competing Values Model. The purpose of this research is for private universities to improve the scientific publication of lecturers and to build a culture of a higher education organization and to be able to bring its organization to compete at national and international level and In preparing to face the 4.0 industrial Revolution. The long-term objective and specific purpose of this research is the application of organizational culture that can encourage lecturers to excel in accordance with the achievement indicators of lecturers. The culture change in the college organization is expected to respond positively to the challenges and competition in improving the performance of research and scientific publications. The model used in the organizational culture analysis is the Competing Values Model. The purpose of this research is for private universities to improve the scientific publication of lecturers and to build a culture of a higher education organization and to be able to bring its organization to compete at national and international level and In preparing to face the 4.0 industrial Revolution. The long-term objective and specific purpose of this research is the application of organizational culture that can encourage lecturers to excel in accordance with the achievement indicators of lecturers. A multi-methode approach to culture studies by combining primary and secondary data, shows that private universities need to do organizational change management, so that research performance increases.

Organizational Culture Analysis Using Competing Values Model as a Strategy to Improve Research Performance and Scientific Publications