ADAPTING THE BLUE OCEAN STRATEGY FOR EDUCATORS: OPPORTUNITIES FOR PROFESSIONAL DEVELOPMENT IN THE MALAYSIAN HIGHER EDUCATION CONTEXT

Abstract

Embedding opportunities for professional development to attain greater visibility to achieve and retain the recognition both locally and internationally is important for educators at tertiary level. The challenge to consistently retain the social standing by its ranking is greater for young private universities in Malaysia. By means of the principles of Blue Ocean Strategy (BOS), this research highlighted the opportunities in strengthening the human capital moving towards a professional learning community. The study employed the qualitative research design to explore the institutional support provided for professional development to identify training needs and opportunities to educators, as well as the prospects of adapting the BOS strategy to meet the diverse needs of the professional development of educators. Employing a purposeful sampling method, five key stakeholders in the management position and ten lecturers from a private university in Malaysia were interviewed. These lecturers were specifically selected based on their knowledge and interest in the topic and the other criteria was their willingness to participate in the study. The criteria established directly reflects the purpose of the study. Document analysis of policy guidelines for professional development and the strategies adapted by the universities to enhance professional development was conducted. U Findings indicate that universities are encouraged to transform and cater for the ever-changing customer dynamics and technologies as well as to create demand and value to professional development. Findings point out that the concept of professional development should be broadened, and policy directives should be enhanced for greater visibility. Professional development should be examined as the governing mechanism to determine innovate practices to meet the diverse needs of academics. The conclusion of the study points to the need to broaden the concept of professional development and the implication for the organizational innovation is discussed.