Product Differentiation for Competitive Advantage in the Private Tertiary Education Institutions in Botswana

Abstract

The primary objective of the study was to describe the extent to which product differentiation strategies may be used to gain competitive advantage among private tertiary education institutions in Botswana. The study examined how product differentiation strategies may be employed by private tertiary education institutions in order to achieve competitive advantage. The study used descriptive survey research and the findings revealed that the private universities have not done enough to clearly stand out as differentiated universities. The study recommends that the universities need to work together with key stakeholders and continually seek ways to attain competitive advantage through product differentiation.