How much does what other institutions do influence the decision making process where you work? I mean, we know how much it can affect other industries like retail or other marketing intensive businesses like athletic shoes or cars.
But what about higher ed? I know we’re plugged in — or at least, try to be — to our target audiences, but what about to the competitors and reacting to what they’re doing. It’s one thing to put your name on a college’s mailing list to see their marketing materials, but is simply picking the “best” ideas off of other places. After all, why work harder when you can work smarter or implement an idea better than another place does.
What happens though, when an entire institutional strategy is based off of doing nothing but following the competition?