A Job Yet-To-Be-Done: Reinventing How Universities Define Student Needs

Abstract

Entrepreneurial universities are struggling to attract students in an increasingly global and competitive market for education services, which pressures higher education institutions to better understand and articulate customer needs. Improving practice requires the use of alternative tools. The paper provides an overview of using the Outcome Driven Innovation® (ODI®) process in the West University of Timisoara to better define jobs-to-be-done for a customer-oriented entrepreneurial education strategy across the campus. The article presents the steps taken and conclusions, as well as an assessment of ODI® as a solution for universities in general.