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The Role of Communicative AI in Competitive Dynamics in Higher Education Institutions

PhD project of Veronika Graceva

This doctoral project examines the role of communicative AI (ComAI) in the context of competitive dynamics at Higher Education Institutions (HEI). Competition is not understood as a one-dimensional phenomenon, but as a multi-layered, institutionally anchored organizing principle that structures and legitimizes actions[1]. HEIs compete simultaneously in various areas, e.g., for resources, institutional reputation, renowned researchers, good student numbers, and social recognition and visibility. Thus, HEIs are involved in multiple, intertwined competitions[2].
With the entry of AI-based technologies in teaching, research, and administration, working methods and communication practices at universities are changing, which is also reflected in competitive dynamics. Communicative AI (understood as systems of automated text and speech processing) intervenes in academic practices and influences communication, learning, and decision-making processes.
The research project investigates how different organizational units at HEIs are adopting ComAI and what role this technology plays in their strategic positioning in competition. Theoretically, the project is rooted in organizational sociology and higher education research. Empirically, processes of introducing and using ComAI are examined at different levels (individuals, departments, overall organization). The aim is to understand the extent to which ComAI contributes to building competitive advantages as a technological and strategic element and what new challenges this creates for HEIs.


[1] Rosa, H. (2006). Wettbewerb als Interaktionsmodus. Leviathan, 34(1), 82–104. https://doi.org/10.1007/s11578-006-0005-z
 
[2] Krücken, G. (2004). Hochschulen im Wettbewerb—Eine organisationstheoretische Perspektive. In W. Böttcher & E. Terhart (Hrsg.), Organisationstheorie in pädagogischen Feldern (S. 286–301). VS Verlag für Sozialwissenschaften. https://doi.org/10.1007/978-3-322-80609-3_18
Krücken, G. (2021). Multiple competitions in higher education: A conceptual approach. In: Innovation: Organization & Management, Vol. 23, No. 2: 163-181.

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• Veronika Graceva