กลยุทธ์การปรับตัวต่อการเปลี่ยนแปลงพลิกผันของมหาวิทยาลัยราชภัฏเชียงใหม

Abstract

The objectives of this study were 1) to study the disruptive changes that affect Chiang Mai Rajabhat University, and 2 ) to study strategies for adjusting to survive in a changing situation for Rajabhat University Chiang Mai. The study method was based on mixed methods research which started from the qualitative research, the review of the study documents, including in-depth interviews that were used to develop questionnaires related to the study. In terms of quantitative research, it was generated by collecting data from 272 staff of Chiang Mai Rajabhat University. For results of the study, it was found that the changing factors affecting Chiang Mai Rajabhat University were 4 aspects according to the external environment analysis, such as government policies, educational values, recession, and technological innovation. For factors of educational values and the condition of population decline were affecting the adjustment of organizational structure and management system within the university. The mission of graduate production according to the government policy affected the mission of the research. On the other hand, academic services for society preservation of art and culture, including technological innovation has not yet clearly shown the results of Chiang Mai Rajabhat University, but it was an influence that affected the original state of all three factors mentioned above. In addition, it was found that executives have implemented adaptive change in order to support the changing situation outside the organization, both in organizational structure with divisions in order to clearly establish higher education missions and establishing proactive departments as centers of excellence to drive the mission according to the strategy of Chiang Mai Rajabhat University for 20 years ahead and the production of graduates with an increase in the form of educational management that should meet the needs of learners with flexibility to educational admission.