Higher Education Strategy: Sustainable Competitive Advantages in Niche Market Segment

Abstract

High numbers of HEI in Indonesia, make competition between HEIs is high. Primarily middle up segments. Those HEIs also compete with overseas HEIs which establish in domestic. While in middle low segment (niche market) the competition seems in medium situation. This research aims at finding the HEIs sustainable competitive advantage in serving niche market. The methodology used in this study was a qualitative descriptive analysis. Using 3 HEIs as research objects. The findings show that Financialmanagementcapability,fixedasset,geographical location, human resources, networking and partnership, technology, organization capability and consumer loyalty becomes sustainable competitive advantages of HEIs in serving and competing in niche market.