Competitive implications of quality assurance processes in higher education. The case of higher education in engineering in France

Quality assurance in higher education is one of the cornerstones of the Bologna agenda and the Lisbon strategy, which aims at establishing the world's most competitive knowledge economy. Extensive literature up to now has addressed quality assurance as a regulatory and policy mechanism and has presented quality assurance and market forces as antagonistic. However, what policymakers in the field fail to see is that the 'official' quality assurance processes also have implications in terms of competition. Indeed, higher education institutions are using the results of these, in principle aseptic, non-market-related evaluation processes, as a way to achieve competitive advantage. This paper analyses the case of higher education institutions in engineering in France. The institutional websites of 163 higher education institutions have been analysed through code-based content analysis techniques and Multiple Correspondence Analysis. This study shows that the analysis of institutional websites can be used as a tool to gauge the importance of the different dimensions of quality assurance for higher education institutions in a given national system. Furthermore, a clear association has been found between the ranking position of an institution and its communication behaviour. The results have been interpreted in the light of Neoinstitutional Theory and Porter's generic competitive strategies. Practical implications for quality assurance practitioners and managers at higher education institutions have been highlighted.