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Carchidi, Daniel M. (2003). The Virtual Delivery and
Virtual Organization of Postsecondary Education. New York:
Routledge Falmer.
pp. xv + 232
$80.00 ISBN 0-415-93088-X
Reviewed by Elsie M. Szecsy
Arizona State University
June 29, 2004
I once administered a distance learning network on Long
Island. Two public educational services agencies, a local
college, and over a dozen Long Island school districts from the
New York City line to the East End contributed infrastructure,
instructional resources, or professional development programming
to the network. Together we offered high school and college
courses and professional development activities and
teleconferences for teachers and administrators. These years were
turbulent because the network was constantly reinventing itself
with a constant parade of new people, new courses, and new
technologies entering and exiting the scene. I could only trust
that careful coordination of resources would provide for a
well-functioning whole. Upon reading Carchidi’s Virtual
Delivery and Virtual Organization of Postsecondary Education,
I gain new insights into that experience.
The book is based on doctoral research conducted in 1996 at
the University of Michigan’s Center for the Study of Higher
and Postsecondary Education. It is guided by this question: How
do environmental, collaborative, internal management and
historical conditions shape the organizational form and
administrative patterns that are demonstrated in higher education
institutions?
I do not know Carchidi’s work well. When I searched his
name on the Internet, there were few references beyond this book
and his board membership for Innovate, a peer reviewed
online journal about online learning that is scheduled to appear
July 2004. The context in which his research question is situated
resonates of business jargon. He points out that
“educational constituencies are united in seeking a
learning experience that is of high quality, reasonable cost and
sufficient individuality” (p. xi). This force is leading
higher education away from a mass education (industrial) model
and to a flexible and responsive (organizational) one. As a
result, virtual educational organizations within
institutions interact with a larger array of players. New,
unfamiliar interactions are reshaping postsecondary
education.
However, he reminds us, not all virtual education is as
innovative as one would think; some forms may be more
transactional than transformational. Virtual educational
strategies can replicate the deficiencies of traditional teaching
methods as well as be used to support highly interactive and
transformational learning environments that are responsive to
students (or responsive to market forces).
Virtual organization and governance
For the purposes of his discussion, virtual means both
technology-mediated distance education and organizations in which
units are horizontally, vertically, and spatially integrated
across multiple geographic locations. Virtual educational product
delivery is place-variable (not face-to-face) and can be located
in various types of network organizational structures. Some
structures can be internal networks, where all resources are
internal to the organization. This arrangement provides for
control and predictability. Others may be stable networks, where
partial outsourcing provides for flexibility and the ability to
serve customers better. Yet others may be dynamic networks. They
are the most flexible because of their vertical desegregation,
reliance on brokering to structure and assemble network members,
contracts and result-based compensation to provide organizational
stability, and extensive information sharing systems to build
trust quickly. They are also the rarest and most
experimental.
From the business perspective, virtual organizations may be a
more stable form than their physical counterpart because of their
constant focus on customer needs in attending to customer wants
(Davidow & Malone, 1992). Managing virtual organizations
requires a considerable amount of trust, because traditional
administration and management mechanisms available in
face-to-face environments are not available in the virtual one
(Handy, 1995; Davidow & Malone, 1992). In higher education,
the virtual organization has been introduced presumably to
address a number of needs, including taking advantage of the
power of technology to fuel educational reform and improvement
(Van Dusen, 1997), and to improve educational access (Johnstone
and Krauth, 1996; Jones, 1995; Rucker, 1998). Its advancement has
been met with a number of challenges too, including those related
to certification and accreditation requirements, and the
human-technology interface.
Virtual higher education governance structures are not all
created equally. Hurst (1998) identifies six governance structure
scenarios: The Open University (separate organization from
existing public system), Governor’s University (brokered
content from a variety of institutions), Virtual Community
College and University (courses, content, degrees and
certificates offered and managed by existing institutions),
Institutional Competition and Consumer Advocacy (free market,
open competition), Coordinated Collaboration (public higher
education institutions choose which institutions will be
responsible for provision of distance learning degrees), and
Distance Learning products in existing organizational and
institutional structures. Regardless of scenario, virtual higher
education institutions operate in a rapidly changing marketplace.
To survive, they themselves must be adaptable.
Theoretical frameworks, premises, and virtual educational
types
Carchidi proposes a multifaceted conceptual frame that
includes open systems theory, institutional theory, and resource
dependence theory to understand the relationship between and
among inter-organizational, intra-organizational, and
extra-organizational forces that influence a virtual
organization’s ability to adapt to new markets in a climate
of uncertainty.
Guided by this conceptual frame, and on the basis of
comprehensive Web searches, examination of local and national
education information databases, and conversations with
practitioners and researchers, Carchidi introduces a typology of
virtual postsecondary educational organizations:
Business/Corporate (e.g., Dell University, Intel University),
Stand-alone Proprietary (e.g., University of Phoenix Online),
Proprietary Public and/or Private Higher Education
Institution-Corporate sector Alliance (e.g., National
Technological University), Public or Private Higher Education
Institution Continuing Education (e.g., U-California Extension
Center for Media and Independent Learning), Public Higher
Education System Utility (e.g., Network for Education and
Technology Services), Virtual Campus within a Public Higher
Institution or System (e.g., Pennsylvania State University World
Campus (Institution); Colorado Electronic Community College
(System)), Statewide Consortium of Public and/or Private Higher
Education Institutions (e.g., California Virtual University),
Multi-State Consortium of Public and Private Higher Education
Institutions (e.g., Western Governors University).
Five illustrations
Carchidi devotes a chapter to each of five virtual education
programs selected for this study: University of Maine System
Network for Education and Technology Services (formerly UNET),
National Technological University (NTU), University of California
Extension Center for Media and Independent Learning (CMIL),
Colorado Electronic Community College (CECC), and Pennsylvania
State University World Campus (World Campus). The criterion for
selection was organizational type: internal or stable network;
Carchidi did not include dynamic network organizations in his
study because he considered them too experimental to offer enough
meaningful data for analysis. Each case study includes an
organizational overview, a description and history of the
program, an analysis of the program that follows the conceptual
framework outlined above, and commentary about the
program’s organizational arrangements and administrative
patterns. Carchidi provides a summary of lessons learned through
each of them that are worthy of attention by others involved with
similar virtual education organizations or those considering
launching one.
University of Maine System Network for Education and
Technology Services (UNET) was framed to create a separate,
virtual campus within the University of Maine System for the
non-traditional student. Through UNET we learn that (1) Creation
of a virtual education organization can create controversy; (2)
Organizing for and delivering educational products
collaboratively in community-based centers and technology
mediated learning add value to higher education for students; (3)
Virtual postsecondary education organizations operating in
traditional universities may experience limited ability to
innovate because of existing policies and decision-making
structures; (4) Meeting the educational needs of a rural
population dispersed in rugged territory is distinctly
challenging, and technology support issues should not be
underestimated by virtual education administrators or virtual
education policymakers.
National Technological University (NTU) was one of the first
virtual postsecondary education organizations to form a
for-profit arm and use venture capital funding to grow
organizational capacity and reach. NTU relies heavily upon
developing trust and collaborative relationships with its
clients: students who purchase its services and universities who
provide educational content. NTU’s experience teaches that
leadership resides in the private sector as well as the academic
arena. Whether the presence of both types of leadership
complements or contradicts each other, however, is an open
question.
In the cases of the University of California Extension Center
for Media and Independent Learning (CMIL) and the Colorado
Electronic Community College (CECC) collaboratives, a number of
positive and problematic occurrences arose. We learn in the case
of CMIL that the association with a highly regarded institution
is an advantage for defining an institutional identity; it can
also be a hindrance in bringing new educational products to
market in a timely manner because of the already existing
academic review process. We learn from CECC that a longstanding
relationship with a private company can be strategic, but it also
permits a less strategic vendor relationship that is
supplier-oriented instead of student centered. It is also risky
to place too much organizational knowledge in an external
organization. Carchidi argues that partnership with a
telecommunications infrastructure provider can help improve
product design and educational product marketing, and external
grant funding legitimizes this type of virtual educational
enterprise. From the higher educational perspective, this
argument may be a difficult one to justify.
Penn State’s World Campus is an important experiment in
postsecondary education as a design that draws exclusively from
internal resources and maintains a Penn State
“brand”. This model remains centered faculty
expertise, which most in the organization believe is critical to
ensuring course quality and adherence to institutional norms. The
World Campus will continue to serve as a model for other
similarly situated postsecondary educational institutions to
observe, especially with respect to strategies employed to drive
innovation, grow revenue, and define itself in the
marketplace.
Comparisons and implications
In the next chapter, Carchidi draws comparisons between
internal and stable network organizations, synchronous and
asynchronous delivery systems, niche and broader-market
orientations, strong and weaker ties to business, and length of
time program has existed.
Internal networks’ reliance on resources within the
organization limits their choices with respect to functional
expertise or access to other resources not available internally.
Legitimacy is derived from measures of student satisfaction and
grant funding. Negotiated relationships with external entities
are not associated with program development process. Instructors
retain control over course content process, which was not overly
sensitive to accreditation standards. Stable network
organizations have more elaborate contacts and relationships with
dissimilar organizations within their environment. Legitimacy in
the stable network organizations studied is derived from
affiliation with a highly regarded parent institution (e.g.,
University of California at Berkeley and the Colorado Community
College System). Unlike internal network organizations, stable
network organizations’ content providers are frequently
outsourced and content development tied to accreditation and
other concerns. Innovation, for stable network organizations,
flows to them through their external partners. For internal
network organizations, the flow of innovation to them comes
through faculty expertise and other internal resources. In the
internal network organization there are fewer restrictions to the
flow of innovation than there would be in the stable organization
because the expertise is readily available within the
organization. However, the level of innovation is only as great
as the capacity of internal resources to demonstrate
innovation.
Programs using synchronous delivery modes have extensive
technology support and to incorporate new technologies as they
became available. In programs using asynchronous delivery modes,
there was lesser attention to technology support. More
responsibility was placed on the learner to ensure that the
technology functioned in asynchronous delivery environments than
there was in synchronous delivery environments.
Educational products with a niche market focus place greater
emphasis on understanding markets and translating the
understanding into specific products than educational products
with broader market foci. Niche market products utilize a vetting
process to link marketing function with academic content
developers. Products for a broader market use a less systematic
linking method, because they have a less distinct understanding
of their market. For niche market products there is a clear sense
of who the audience is and what support the instructor needs.
Such was not the case for the products oriented to a broader
market. Administrators in niche market oriented organizations are
aware of the requirement to make a profit or break even. They are
generally more likely than administrators in broader
market-oriented organizations to assess the competition before
launching new programs. Products aimed at a broader market use a
more free-flowing content development process with amenable
instructors. Although making a profit is of primary concern in
niche-market-oriented organizations, matching the needs of
students with educational programming is more important in
broader-market-oriented organizations. Administrators of programs
with a broader-market focus spoke of their product’s
accessibility and convenience. They defined quality in terms of
the program’s ability to improve the economic status of the
learner. Administrators of niche market oriented products were
more likely to market the product on the basis of high quality,
well defined, and distinctive content.
Programs with strong ties to business and industry tend to be
more likely to place a high value on collaboration among partners
and on their internal interactions than programs with weaker ties
do. Programs with stronger ties also demonstrated fewer overt
conflicts over their respective organizations’ values
orientation. For programs with weaker ties to business and
industry, collaboration was manifest in service to students,
rather than a vehicle for creating an operating advantage for the
program. Programs with weaker ties to business and industry are
more likely to encounter values conflicts in areas such as
standardization of the educational product and quality education,
the appropriateness of various degrees and scopes of interactions
with business and industry as they relate to the academic
standards of the institution.
Older virtual organizations have historical relationships with
their organizing units. These relationships influence their
purpose. Programs in older organizations do not view themselves
as change agents; they view themselves as leaders, and leadership
stops short of a mission to drive new ideas or changes into other
organizations. Newer organizations are more likely to view
themselves as change agents. These organizations are more likely
to engender new relationships that push other campus units into
new territory and threatened existing arrangements.
The adaptive challenge for virtual education organization
and administration
Carchidi finds four adaptive problems that virtual education
institutions must work to solve:
- Match market opportunities to organizational capacity.
The historical purpose or mission of the institution can create
barriers or incentives to develop specific markets. Also, the
ability to understand the market may be influenced by the
strength of ties to other organizations or groups whose expertise
can be used to shape the virtual organization. Organizational
leadership advocacy, technology selection that matches
organizational and market expectations, and appropriately
structured vetting processes mediate the problem. The extent to
which generating revenue is a priority; the organization’s
ability to understand, respond to, and overcome pressures and
demands on content developers; and the extent to which the
organization is seen as a competitor influence the understanding
and mobilization of capacity to meet market opportunities.
- Design systems that connect market opportunities to
organizational capacity. Factors to consider for
systems design include (a) the degree to which the
organization is embedded within existing structures;
(b) the degree to which financial aid and
accreditation policies are viewed as important to the
organization; (c) the degree of autonomy and
discretion that leaders have to design a system that
reflects or differs from the values expressed by
particular constituents; (d) the degree to which
external relationships can be incorporated within the
system’s functional areas and their importance to the
operation of the organization; and (e) technology
selection methods to deliver the educational product.
- Manage the system. Consider how organizational leaders
control and stabilize the system they have designed
and how they foster new innovations from the system.
Each way to achieve control and stabilization is
unique to its context and is not normally
generalizable to other contexts. In some instances,
outsourcing is appropriate; in others it is not. The
presence of an organizational champion is important
regardless of the context. The network system fosters
organizational learning, especially in stable networks
where critical resources may be located outside of the
virtual organization. Organizations with more
experience in finding common ground and fostering
collaboration derive the greatest value from their
virtual educational system.
- Establish legitimacy of the system and its products.
Product legitimacy is influenced by the product’s
distinctiveness in the marketplace as projected
through marketing. It is also influenced by the
institution’s organizational system and learner
satisfaction. System legitimacy is influenced by the
degree to which the organization is viewed as a
competitor and change agent by other units in the
institution. It is also influenced by the
organization’s relationship with the larger organizing
structure and the degree of external recognition
received by the virtual organization.
These four elements constitute the adaptation cycle of virtual
postsecondary educational organizations. Legitimizing and
managing are in reciprocal relationship. System and product
legitimization determines the match between market and
organizational capacity. How market and organizational capacity
are to be matched determines system designs. System designs
influence management functions. As the virtual educational
organization develops and grows in response to the changing
marketplace, this adaptation cycle repeats itself.
Implications for practice
Carchidi acknowledges that competition in the marketplace and
the notion that knowledge is a commodity that can be bought and
sold may be troubling to some. He adds that we may also find that
virtual postsecondary educational organizations are not
necessarily comfortable, though they may be interesting places to
work. Virtual organizational development is both a top-down and
bottom-up matter. Senior level forces create these entities, and
lower level forces keep them alive. The purpose of virtual
education is not to attract students from other educational
delivery models; its purpose is to attract additional students.
Some professors may argue, however, that placing courses online
disconnects them from teaching the courses, and they do not own
their content anymore.
Virtual educational institutions redefine boundaries. The
market no longer is necessarily limited to the local area in
which the bricks-and-mortar institution is situated. The market
reaches as far as the technology can reach, which may be as close
as the dorm room on campus or as far away as the other side of
the earth.
Partnerships, whether developed within the institution or
between the organization and others through outsourcing
arrangements, play an important role in developing new products
and adding credibility to the virtual educational organization.
Yet the more innovative the partnership is structurally, the less
distinctive its identity may be in the marketplace. In the case
of NTU, for instance, customers may recognize the content
providers better than they recognize NTU.
Content is the most important resource, and technology is a
critical vehicle for teaching and learning in the virtual
context. Content developers—be they faculty or
consultants—must be committed to the concept and practice
of virtual learning. Organizations with strong reputations should
decide to develop niche market products, while organizations with
strong convenience orientations should choose to develop broader
market products. The latest technology is not necessary to
achieve success; matching the best technology to serve targeted
needs well is. Technology-mediated instruction will raise
learners’ expectations for technology-mediated
administration. Consequently, student service functions need to
be as technologically advanced as the technology-mediated
instruction is. Outsourcing instructional technology systems is
risky; because it is a core competency, instructional technology
must remain in the organization for organizational success.
State government leaders and other policy makers must realize
that virtual educational organizations are economic development
instruments that reach into other sectors and industries, and
knowledge is the export commodity. When understood as an economic
development device, federal policies, such as financial aid
policies, may be interpreted as restraining trade in the states.
Change in longstanding perspectives about higher education is
required at all levels of government.
The findings of this study may lead higher education faculty
and administrators to look less at the organizational chart and
more toward the network of relationships in their organizations
as a roadmap to the virtual organization. An effect of this
approach will be to identify key actors who are critical in
solving the adaptation cycle problem. For faculty, the
implications point to change from a faculty-centric perspective
to a learner-centered one. The learner-centered view acknowledges
that relationships in the virtual environment are highly
negotiated and not a matter of control and compliance by any of
the key players in the organization—students, faculty,
administrators, or other stakeholders. However, some faculty
affected by the loss of intellectual property to online courses
may argue that virtual learning is not highly negotiated.
Carchidi’s research did not consider this aspect of virtual
learning.
Carchidi recommends that entrepreneurs and venture capitalists
work to solve the problems associated with the adaptive cycle
through various methods, such as providing marketing systems or
technology services with data mining capability or serving as a
partner in the development of educational products (e.g., a
management consulting firm might partner with a school of
business in offering an executive certificate). Also, though a
healthy revenue stream is necessary to support and grow the
virtual educational organization, the presence of sufficient
“relationship capital” is also a necessary indicator
of a viable investment. For this reason, Carchidi recommends that
investors inquire not only about the revenue stream but also
about the nature of relationships when considering an
investment.
Carchidi admits to two limitations of his study. The first is
that because these organizations remake themselves at a rapid
pace, the cases may or may not represent an accurate image of
organizational types (or even if an accurate representation is
indeed something that can be defined). Second, he is concerned
that the adaptation cycle is too idiosyncratic to be used as an
analytical device. The adaptation cycle remains essentially a
conceptual approach for understanding the virtual educational
organization.
Conclusion
Carchidi concludes that it is the responsibility of
educational research to explore questions of theoretical and
empirical import and to consider the utility of research for
practical application (p. 214). He acknowledges the need for a
theoretically derived model to support research on virtual
educational organizations. Without such a model, research efforts
will be undermined and educational practice not enriched because
there will be no body of knowledge to guide the future design,
development, and management of these organizations and their
products.
Though I can agree with Carchidi’s assessment of the
contribution of his research to the field, I am not certain that
the theoretical approach that he proposes is the only pathway to
a comprehensive understanding of distance learning. Vrasidas and
Glass’s work reminds us of Popper and Meehl’s
assertion that “theories can only be refuted, not
confirmed; and a theory that is not falsifiable is not
informative” (Vrasidas and Glass, 2002, p. 46). Viewing
distance learning through a single theoretical lens limits our
ability to understand all the nuances of the field, its
organization, and its administrative arrangements.
Carchidi’s focus on the importance of trust and
“relationship capital” is well taken, yet his
analysis fails to capture the places where relationships can be
assessed (i.e. at the teacher-learner, teacher-content;
learner-learner, and learner-content, and especially the
professor-program administrator interface). Research in the areas
of social capital, networking, and team-building—such as
those referred to by Lieberman and Grolnick (1996) and Gallego,
Hollingsworth and Whitenack (2001)—may provide the reader
additional insight, especially for the administration of virtual
postsecondary education institutions whose marketplace is global.
Cultural norms for the student may be different from and
unfamiliar to the “home office” of the virtual
institution, and Carchidi has not devoted enough attention to
outstanding issues related to ownership of intellectual property
in virtual higher education (see Euben, 2000; Twigg, 2000).
Carchidi’s focus on psychological and physical distance
as defining factors in distance learning limits the understanding
of the field. Burbules and Callister (2000) argue
…as the Internet becomes not only an archive of
information, but an actual medium of communication and
collaboration… the metaphors of “distance” and
“delivery” (transporting something over a distance to
give to someone) are less appropriate for the kinds of
educational interactions that are possible within this new
technological environment.
Their argument points to the use of technology to support a
collaborative workspace, in which educative interaction would
take place and is supported by Vrasidas and Glass (2002) who
point out additional technology tools that were not available
earlier offer functionalities not available in earlier
generations of distance education. Nonetheless, Carchidi’s
point that distance learning is to open new markets and not
redirect existing ones is also well taken. However, what is
intended as an ideal and what actually happens may be two
different things: Some may argue that poorly informed
administrators may use distance learning technologies to reduce
staffing in existing markets rather than limit their use to
attracting new, untapped markets.
Under ideal circumstances, the new markets may very well be at
a geographic or psycho-cultural distance. Building a
collaborative workspace for this level of diversity requires
careful consideration of content and learning context of the
students. Respecting and rewarding the professor who elects to
provide educational opportunities via distance learning is also
an important consideration.
To make the most effective use of available technologies, we
need to know that the virtual educational environment is an
appropriate context for specific educational purposes. Where the
educational purpose cannot be served virtually, we need a
knowledge base that will support that assertion. We also need a
knowledge base that supports the notion that alternative
educational experiences can serve the same purpose. Otherwise, we
risk promoting a transactional virtual learning experience no
better than mediocre face-to-face instruction. The virtual
environment is an appropriate venue for transformational learning
experiences, and properly implemented technology tools can
provide an incomparable learning environment that involves
experiences that would not be even remotely possible in the more
traditional face-to-face environment. A research base that
clearly defines what educational purposes can be served by what
virtual learning tools would help virtual postsecondary
educational organizations deploy the best tool for the
purpose.
Finally, I would recommend consideration of research from the
education community with respect to leadership and administration
in virtual postsecondary education and how virtual leadership
varies from and is similar to that of leadership in place-bound
settings. Carchidi’s book approaches virtual educational
organization and administration from a business perspective that
provides a portion of the overall virtual education picture. The
reader would clearly benefit from additional perspectives on
distance learning and its organizational, institutional, and
administrative arrangements.
As I reflect over my Long Island experience in light of
Carchidi’s research, I understand better how administrative
functions were distributed throughout the network and my place as
one of a distributed administrative team. Other similarly
situated educators and researchers are likely to benefit from
reading this book. It is not likely to be easy reading, but both
embedded and implied messages are important ones to
consider—by practicing distance learning administrators and
by those intending to launch virtual learning programs in their
institutions.
References
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About the Reviewer
Elsie Szecsy is a research professional in the College of
Education, Arizona State University. Her professional interests
include education policy development as it relates to Latino and
other students of color and their families, and the use of
interactive technologies to support education reforms that lead to
equitable educational opportunities for all students. Previously,
Dr. Szecsy coordinated a distance learning network that linked high
schools across Long Island (NY) with each other for the purpose of
sharing instruction. This partnership project involved the Board of
Cooperative Educational Services (BOCES) of Nassau County, Eastern
Suffolk (County) BOCES, and over twelve area school districts from
the New York City line in Nassau County to Long Island’s East
End. The network offered real time, technology-mediated high school
courses and professional development events that would have
otherwise not been available to area students, teachers and school
administrators. Dr. Szecsy is also an experienced foreign language
and English language arts teacher at the middle and high school
levels, and has taught courses in curriculum development and
assessment, educational foundations, educational technology, and
educational administration at various New York metropolitan area
colleges and universities.
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