Investigation and Comparison the Present and Future Situations of Sustainable Management in Private University
Keywords:
Future Situation, Present Situation, Sustainable Management, Private University, 7P’s, ESGAbstract
The objectives of this research were 1) to investigate the present and future situations of sustainable management in private universities, and 2) to compare the present and future situations of sustainable management in private universities. A mixed-method research design was employed, integrating both quantitative and qualitative approaches. The sample selection was based on two criteria: 1) private universities that have been established for at least half a century, and 2) those ranked by both the Webmetrics Ranking of World Universities and the UniRank University Ranking. Based on these criteria, the top five institutions were selected: Assumption University, Rangsit University, Bangkok University, Sripathum University, and the University of the Thai Chamber of Commerce, respectively.
The research was conducted in two phases. In Phase 1, in-depth interviews were used as the research instrument with five-key Informants who were senior executives of private universities in order to explore present and future situations of sustainable management. In Phase 2, a sample of 400 participants, consisting of academic staff and personnel, was employed to compare the present and future situations of sustainable management. The research tools were verified using content validity (IOC) and reliability based on standard criteria.
The results revealed that in Phase 1, the sustainable management model for private higher education institutions was formulated based on the 7Ps marketing mix, consisting of product, price, place, promotion, people, process, and physical evidence/environment, integrated with ESG principles: environment, social, and governance. The results indicated high to the highest levels. In Phase 2, comparisons of the present and future situations of sustainable management in private universities containing 10 aspects: product, price, place, promotion, people, process, physical evidence/environment, social, and governance showed statistically significant differences at the .01 level.
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