Content Analysis of Vision and Mission of Private Universities in Mogadishu in the Light of Competitive Advantages
Abstract
This study aims at analyzing the vision and mission of eleven private universities run in Mogadishu based on their competitive advantages. Quantitative analysis was applied where the author used coding in QDA MINER.LITE 1.4.1 for data analysis under three categories reflected by the content of the vision and mission posted on their official website, namely; Academic & Research, Values & Culture, and Social Need & Development. Each category has a sub-category. The results of the study generally showed that the non-competitive advantages of the universities 71% while competitive advantages scored up 29%. The study also explored that the most competitive advantages of the universities concentrated on the dimensions: values & culture and social needs & development. Besides, there is a variance among the universities regarding their non-competitive advantages and competitive advantages. Finally, the study recommends enhancing the quality of the statement strategies of the vision and mission for the private universities in Mogadishu in line with national and international standards.