THE ROLE OF ICT IN SHAPING STRATEGIC COMPETITIVENESS OF PRIVATE UNIVERSITIES

Abstract

     The objectives of this research are as follows: (1). To study the strategic potential in the application of Information and Communication Technology (ICT) in private universities. The study categorizes this potential into four key dimensions: 1). Information Technology strategy, 2). Capability in the use of information technology, 3). Effectiveness of information products, and 4). The utilization of outcomes derived from information and communication technology to support the achievement of organizational goals; and (2) To compare the levels of ICT utilization strategies adopted by individual private universities in their strategic management practices.  The research findings reveal that, overall, the strategic potential in the use of Information and Communication Technology among private universities is at a high level. The dimension with the highest mean score is information technology strategy, followed by capability in the use of Information Technology and the Effectiveness of information products. The utilization of ICT outcomes to achieve organizational goals records the lowest mean score; however, it remains at a high level as well. Furthermore, the results indicate that there are statistically significant differences in the strategic potential of ICT utilization among private universities at the 0.05 level of significance (F-Test = 7.223, P-Value < 0.01). These findings underscore that, in shaping strategic competitive directions, private universities must place greater emphasis on enhancing the effective and tangible utilization of ICT outcomes in order to strengthen sustainable competitive advantage amid technological change in the digital era.