K. A. Bakare


Marketing big organizations requires deep thinking and extraction of the essence in a nutshell fashion. It is an exercise in epiphany, that projects thinking and motivation as guides towards value-adding; what underlines the renowned ‘Yo shinai, Yo kangai’ Japanese philosophy, popularized by the Toyota Motor Company. The ‘good thinking, good product’ statement is a philosophy that is self-sustaining, needing the energy to drive the market, and sell its potentials to prospective clients. A new economic paradigm has emerged in the Nigerian university space as a result of recent proliferation of private universities. This development which encourages healthy rivalry and competitiveness calls for a compulsory revision and re-modelling of vision and mission statements for some universities, to project values and drive market orientation in an expansive client-based knowledge economy. In an economy harboring 43 Federal universities, 48 State universities, and 79 Private universities, the competition is getting stiffer by the day, and the contest between the traditional first generation universities and the avant-garde private universities is widening. The government-owned public universities have to catch up with the ideals of modernity and global competitiveness presented by the 21st century. A population of over 200 million people provides a vibrant market for university business. In this study, we shall probe the relevance of vision and mission as structuring principles in the Nigerian university space, and interrogate their perspectives on goals and objectives in a developing nation. We shall seek to know how realistic the statements are, given contextual challenges, and given that the statements in some instances, show obvious misunderstanding of basic meanings and expected functions of vision and mission statements. We shall posit that lack of proper setup of the structuring pattern is comparable to a derailed locomotive heading for oblivion. Drawing from a few number of concrete examples, we shall conclude by reiterating the importance of getting the foundation right to be able to revolutionize and reposition our universities.

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vision, mission, marketing, Nigerian universities, clients, organizations

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