Open AccessPersonnel Differentiation for Competitive Advantage in the Private Tertiary Education Institutions in Botswana
Author(s) -
Douglas Chiguvi,
Ruramayi Tadu,
Sinesisa Khumalo,
Collen Mahambo
Publication year - 2020
Publication title -
international journal of marketing studies
Language(s) - English
Resource type - Journals
eISSN - 1918-7203
pISSN - 1918-719X
DOI - 10.5539/ijms.v12n1p23
Subject(s) - credibility , competitive advantage , higher education , business , marketing , order (exchange) , appeal , work (physics) , descriptive research , private sector , product differentiation , public relations , economics , economic growth , finance , political science , mechanical engineering , engineering , cournot competition , law , microeconomics , statistics , mathematics
The primary objective of the study was to describe the extent to which personnel differentiation strategies may be used to gain competitive advantage among Private Tertiary Education Institutions in Botswana. The study examined how personnel differentiation may be employed by private tertiary education institutions in order to achieve competitive advantage. The study used descriptive survey research and the findings revealed that the private universities have to a certain extent employed personnel differentiation strategies. However, 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’ credibility. Institutions need to work together with key stakeholders and continually seek ways to attain competitive advantage through personnel differentiation.