An Analysis of University Mission Statements"
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AN ANALYSIS OF UNIVERSITY MISSION STATEMENTS: A CASE STUDY OF TWO PRIVATE UNIVERSITIES IN THAILAND By WANNARAT WATTANANIMITKUL Bachelor of Arts Chulalongkom University Bangkok, Thailand 1988 Master of Business Administration Siam University Bangkok, Thailand 1991 Submitted to the Faculty of the Graduate College of Oklahoma State University in partial fulfillment of the requirements for the Degree of DOCTOR OF EDUCATION May, 2002 \~'l~Si'S '),,oD'.2-,,P \r,J j4;:.~.. g..... COPYRIGHT By Wannarat Wattananimitkul May, 2002 AN ANALYSIS OF UNIVERSITY MISSION STATEMENTS: A CASE STUDY OF TWO PRIVATE UNIVERSITIES IN THAILAND Thesis Approved: 11 ACKNOWLEDGEMENTS I wish to express my deepest gratitude to all those who helped me complete this research study in one way or another. First and foremost, to my adviser, Dr. Martin Burlingame, I must say thanks for his intelligent supervision, and constructive guidance. My sincere appreciation extends to my other committee member Dr. Adrienne Hyle, Dr. Margaret Scot and Dr. Edward Harris for questioning me, guiding me, and encouraging me with grate enthusiasm. I would like to express my sincere gratitude to President Pomchai Monkhonvanit of Siam University for providing me with the opportunity and generous financial support to work on an advanced degree. I would like to give my special thanks to Dr. Twee Hormchong for his valuable assistance, encouragement, and inexhaustible work as a program coordinator between Siam University and Oklahoma State University. I also wish to thank all of the subjects involved in this study for giving your time to me. To colleagues, friends, and editors, I am most grateful. Finally, I would like to thank my parents, my sisters, and my brothers for their love, understanding, support, and encouragement. 111 TABLE OF CONTENTS Chapter Page I. INTRODUCTION TO THE STUDY .......................................................... 1 Statement of the Problem ................................................................... 3 Purpose of the Study ........................................................................ 6 Research Objectives ......................................................................... 6 Theoretical Framework ..................................................................... 7 Significance of the Study .................................................................. 10 Limitations of the Study .................................................................... 11 Summary ............................... : .................................................... 12 Reporting ..................... '. .............................................................. 12 II. LITERATURE REVIEW ...................................................................... 13 Introduction ................................................................................. 13 Strategic Planning .......................................................................... 13 SWOT Analysis ............................................................................ 18 Mission Statements ........................................................................ 20 Researches and Studies on Mission Statements ........................................ 26 Private Universities in Thailand ..........................................................29 Summary .................................................................................... 36 Ill. METHODOLOGY ............................................................................39 Introduction ................................................................................. 39 Sample ....................................................................................... 41 Interview Procedure ........................................................................42 Documentation Procedure .................................................................45 Case Studies ....................................... .._ ........................................46 Data Analysis ...............................................................................48 Verification ................................................................................. 51 Summary .................................................................................... 51 IV. CASE STUDYPRESENTATIONS ........................................................ .53 Introduction .................................................................................. 53 Presentation of Case 1 ..................................................................... 5 5 lV Chapter Page Presentation of Case 2 ..................................................................... 80 Findings .................................................................................... 101 Summary ................................................................................... 110 V. SUMMARU, DISCUSSION OF RESEARCH QUESTIONS AND RECOMMEDATIONS ................................................................... 112 Summary of the Study ................................................................... 112 Discussion of Research Questions ...................................................... 114 Recommendations for Future Research ................................................ 120 Summary ................................................................................... 121 REFERENCES ..................................................................................... 123 APPENDIXES ..................................................................................... 130 APPENDIX A: INSTITUTIONAL REVIEW BOARD APPROVAL FORM.. 131 APPENDIX B: FORMAL APPROVAL LETTERS ................................. 133 APPENDIX C: CONSENT FORM .................................................... 135 APPENDIX D: INTERVIEW QUESTIONS ........................................ 137 V LIST OF TABLES Table Page 1. Number of Enrollment in 1998-2000 and Graduates in 1997-1999 ..................... 30 2. Number of Universities/Institutions by Types of Institution, 2000 ...................... 32 3. Private Universities in Thailand .............................................................. 34 4. Distributions of the Population ................................................................ 54 5. Analysis Framework .......................................................................... 102 6. Addressing SWOT Components ............................................................. 103 7. Mission Establishment ........................................................................ 106 8. Strategic Planning Process ................................................................... 109 Vl LIST OF FIGURES Figure Page 1. SWOT Analysis in Mission Development Process .......................................... 8 2. The Strategic Planning Process .................................................................. 9 3. Process and Products of Strategic Planning .................................................. 15 4. The Strategic Planning Model. ............................................................... .16 Vl 1 CHAPTER I Introduction to the Study The institutions of higher education in Thailand are both similar and different in their focuses, roles and functions. Whether publicly or privately owned, they are similar in that all.of them have educational goals. A major characteristic distinguishing one institution from another is the philosophy guiding the educational ventures (Ministry of Education, 2000). Although one institution could place an emphasis on teaching, another is more focused on research, or the combination of both functions. Additionally, the role of providing services to society has been a growing concern of the higher education sector (Birnbaum, 1988). For some countries, education presumes another function to preserve or promote national heritages (ONEC, 2000). No matter what functions does the university pursue, according to the strategic planning concept, it is important to communicate clearly its institutional goals through a mission statement (Drucker, 1974; Foley, 1995; Peeke, 1994; Quinley, 1991). A good mission statement is vital of an organization and leads the institution into the future (Tucker, 1996). It can serve as a criterion for subsequent measures of institutional effectiveness (David, 1997; NASSP, 1987). The use of this measure is to improve programs and services and to better share successes and concerns with key constituencies (Christ & Hynes, 1997). However, the widespread use of mission statements, as the core elements of the strategic process, is typical in business organizations to which the concept was first introduced (Peeke, 1994). Until later, but still not as widely appreciated as in business, is the application of strategic planning 2 process in not-for-profit organization as well as in college and university arena (Foley, 1995; Peeke, 1994). The mission statements of higher education institutions are considered the fundamental statements of purpose (David, 1997). They provide concerned parties such as students, faculty, administrators, alumni, and legislators with required educational goals and guidance toward the achievement of goals (Shirley, 1983). As suggested the expectations from education may be compatible with what stakeholders expect from the business firms: In general, stockholders claim appropriate returns on their investment; employees seek broadly defined job satisfactions; customers want what they pay for ... ;competitors want fair competition;