Alignment of university management processes to target group expectations

Abstract

This article shows the outcome of research done within the improvement management framework in Cuban universities. Accordingly, an analytical procedure is suggested, which is made of different moments, including identification of target groups, determination of their needs and expectations, and their classification depending on the power/impact matrix, implemented at Marta Abreu Central University of Las Villas, Santa Clara, Cuba. A number of strategic decisions oriented to effective alignment between management processes and target groups were considered.