SWOT ANALYSIS AS THE FIRST STAGE OF THE PROCESS OF THE STRATEGIC MANAGEMENT OF THE EUROPEAN HIGHER EDUCATION INSTITUTIONS
SWOT ANALYSIS AS THE FIRST STAGE OF THE PROCESS OF THE STRATEGIC MANAGEMENT OF THE EUROPEAN HIGHER EDUCATION INSTITUTIONS

Summary/Abstract: SWOT analysis is the first stage in the process of strategic management it involves the assessment of the Strengths and Weaknesses of the organization in light of the Opportunities and Treats in its environment that seeks to attain a match, or fit, between internal capabilities and external possibilities. This paper focuses on the comparative review of the SWOT analyses of the European higher education institutions and aimed to define the general framework of the SWOT analysis for the higher education institution. SWOT analysis is the basis for the further successful strategy of the higher education institution. Higher education institutions can’t outline its further strategic directions without defining clearly organizational and environmental factors which have a crucial influence on its development, performance and prosperity. University should analyze its previous failures and successes, its current situation and despite the fact that according to the strategic management, the future is regarded to be unpredictable, to make a forecast about environmental and organizational factors that will have an impact on higher education institution in future. Besides regarding as a basis for the development of the strategy SWOT analysis can be considered as a controlling method because it involves analysis ofthe past successes and failures of the higher education institution. It is developed as the summarizing of the previous strategy and as the initial stage for the development of the following ones.

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