UNIVERSITY COMPETITIVENESS INDICATORS

Abstract

The article is devoted to the conceptual issues of university leadership formation and ensuring the competitiveness of universities. It is determined that educational leadership is becoming an integral part of the competitiveness of the countries in the world in the context of modern globalization. Ensuring university leadership requires new management approaches, guidelines and mechanisms in the context of global transformations. The factors that cause changes in approaches to strategic management of universities, which require constant monitoring of their strategy, change of vision and most importantly, assessment of the effectiveness of achieving strategic objectives. With the help of the systemic-structural analysis, the essence and basic indicators of a modern university competitiveness at different levels (regional, national, global) are determined. It is pointed out that the main effective tool for assessing the competitive position of universities, in particular as educational leaders, is a balanced scorecard. A model of a balanced scorecard of the university with a set of key indicators is introduced in four blocks, including finance, staff, customers (service customers) and internal processes. With the help of comparative analysis, each component is characterized and studied, which enables to identify the main factors that hinder the achievement of leadership positions by universities, in particular at the national level. The generalized results of the analysis are reflected in the formed matrix of the balanced scorecards according to key indicators in the context of providing competitive advantages and gaining leadership positions at the national and global levels. The offered scorecard clearly demonstrates the existing results and challenges in achieving leadership positions by universities at the national level, which will allow them to adjust and effectively develop strategic directions in the future, securing sustainable competitive advantages and leadership in the global market of educational services.