Page 95 - Crisis in Higher Education

Understanding the Root Causes • 69

who (1) are members of athletic teams (although not all schools can
offer athletic scholarships), (2) have performed well on standard-
ized tests as well as in high school, and (3) have financial needs.
Students who are high performers, have financial needs, and fit
affirmative action criteria are particularly attractive applicants.
3. Organizations that hire graduates want the best educated and
brightest students, so teaching enhancements, academic rigor, and
high standards are essential. They want employees who can start
work with limited training, are loyal to the company, and can grow
and eventually hold leadership positions. Economic prosperity and
innovation are key to their success.

An overview of the values and perspectives for each customer is pro-
vided in Table 4.2. The row headings list the customers (students, vari-
ous third-party payers, and organizations that hire graduates), and the
column headings are the attributes (values and perspectives) discussed
previously. The cells at the intersection of each row and column indicate
whether a customer attaches the highest worth to this attribute. Because
a cell is blank does not necessarily mean that the customer feels this attri-
bute is unimportant; it only means it is not highly important.
A review of Table 4.2 provides some interesting insights. Only government
and universities feel that research is highly important, whereas all customers
believe that teaching enhancements are highly important. Only universities
believe that service to the academy, which provides support for leading-edge
research and innovative teaching, is important. Yet if society wants these
outcomes, and they should, then service to the academy must be main-
tained. Academic rigor and high standards have broad support. Even though
students may push back against them while they are in school, when they
become job holders and parents, they will see their value. Economic prosper-
ity and creating innovative products are important for the following parties:

1. Parents, other family members, and friends because they have jobs
or retirements that depend on a strong economy
2. Government so that tax revenue increases and fewer people need
assistance
3. All universities so that demand is strong and public universities see
robust government subsidies
4. Organizations so that they have innovative products and stronger
earnings