Choosing a Value Discipline for Marketing Online Education
Review of Business Research, Vol. 7, No. 3, May 2007
7 Pages Posted: 8 Apr 2011
Date Written: 2007
This paper addresses the strategy alignment of online programs. In response to learner demand and research indicating the effectiveness and flexibility of online education, recent years have seen a proliferation of these offerings at academic institutions. Not all of these programs will survive the competition. We propose that, in order to succeed, institutions will need to distinguish their online programs along one of three value disciplines: customer intimacy, operational excellence, or product leadership.
Keywords: Online Education, Value Disciplines, Marketing Online Programs
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