Стратегические группы на рынке бизнес-образования: предпосылки формирования и подходы к классификации

Статья посвящена проблеме выявления стратегических групп на рынке бизнес-образования. Авторами проведен систематический обзор публикаций по теме. Объект исследования в этих работах — развитые рынки бизнес-образования США и Западной Европы, предмет исследования — группы относительно однородных учреждений образования, демонстрирующих близкое стратегическое поведение (для их обозначения используется термин «стратегические группы»). Разделение участников рынка на стратегические группы для исследователей является основой для выявления факторов эффективности в соответствующих группах, а для руководителей учреждений образования и регуляторов рынка — предпосылкой построения содержательно интерпретируемых ранкингов (упорядоченных приоритетных списков) и рейтингов (сравнительных числовых оценок) школ. Целью работы является выявление тенденций в изменении подходов к группировке школ и факторов, которые кладутся в ее основу. Результаты анализа свидетельствуют о том, что имеет место перенос исследователями акцента с характеристик предлагаемых школами образовательных программ на позиционирование школ в широкой социальной и образовательной среде. Уровень стратегического анализа при этом растет, но обсуждение темы остается фрагментированным и охватывает лишь часть рынков бизнес-образования.

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