Historically Black Colleges and Universities’ Institutional Survival and Sustainability

Abstract

Historically Black colleges and universities (HBCUs) in the United States are facing turbulent environments that include increased accountability and assessment measures, competition, state mandates, declining budgets, changes in the classroom and pedagogical landscape, and diminutive endowments. These factors are further heightened by an ongoing debate regarding the relevance of HBCUs and a paradigm shift that calls for more entrepreneurial-based leadership in the decision-making process and business-based strategies aimed at institutional survival. However, HBCU leadership, which often ascends from the faculty ranks, does not possess the business degrees or marketing experience that would equip them for the evolving and complex demands of the higher education marketplace. To assist HBCU leadership in navigating the market-driven environment in higher education, this descriptive study explores the factors and issues critical to the survival and sustainability of HBCUs from the perspective of HBCU business deans. Business-based recommendations and strategies conclude this article.