Utilizing Strategic Planning in Achieving Competitive Advantage for AAUP رسالة ماجستير

Abstract

This study aimed to be a guideline that proves the role of strategic planning in achieving the competitive advantage of Arab American University. This study came after the university’s board of directors decided to develop the university towards a trendy concept which is the competitiveness as the competition between universities is increasing day by day. This thesis contained an expanded conceptual framework to be a starting point for every researcher on the topic of competitive advantage in universities, so that all the pillars, objectives, justifications, determinants, requirements, global trends, dimensions and indicators of measuring competitive advantage in universities were presented, and then a SWOT analysis was made based on all these pillars for many Palestinian universities. This thesis used the descriptive analytical approach parallel with the comparative approach to describe, analyze, and compare all available information in the competitor universities. After collecting these data, the researcher analyzed and made a critical evaluation on the materials in the method of analytical research. The two largest competing universities for Arab American University were counted, namely Birzeit University and An-Najah National University, in which field studies and results were analyzed, as is the case in Arab American University in deep details and wide research. This study proofed finally that there is a strong and positive relation between the strategic planning and achieving the competitive advantage for Arab American University. the study provided main recommendations for the university is mainly to use this thesis with all of its component as a manual in all stages of strategic plan preparation and implementation and to be the basic tool in the formation of the competitive advantage.