DYNAMIC CAPABILITIES OF HIGHER EDUCATION INSTITUTIONS IN THE CONTEXT OF ORGANIZATIONAL IDENTITY 

Neretina Evgenia Alexeevna, Doctor of economic sciences, professor, head of sub-department of marketing, Ogarev Mordovia State University (68 Bolshevistskaya street, Saransk, Russia), ch.marketing@econom.mrsu.ru
Solovyev Timofey Gennadyevich, Candidate of economic sciences, associate professor, sub-department of applied informatics, Sarov Institute of Physics and Technology "NRNU "MEPhI" (6 Dukhova street, Sarov, Nizhny Novgorod region, Russia), timofey@bk.ru

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Background. The speed and depth of changes occurring in the environment dictates the need to find and accumulate dynamic capabilities by institutions of higher education. Possession pf such capabilities by universities allows to combine, create, reconfigure theirs internal and external competences. It is urgent is to understand the requirements of a highly volatile environment, which will encourage universities to explore new ideas, build systems and structures of management, adequate to the demands of consumers and business partners. The purpose of the work is to analyze the mechanisms of implementation and content of the concept of dynamic capabilities.
Materials and methods. The research objectives were implemented on the basis of the analysis of main approaches that reveal the nature of the institutional identity of universities taking into account their behavior in the labor and educational services market. The methodological capacity included the system analysis method, which allows to structure and formalize the current models of development of the university-based identification and development of dynamic capabilities.
Results. The authors studied the approaches to effective networking within a university, analyzed the necessary conditions and requirements for its organization from all members of the network, as well as determined the role and the need to create dynamic capabilities of higher education institutions to build up and implement the leadership potential of high school.
Conclusions. In Russia, there is a need to form a new model of network interaction of universities, business entities and government bodies. It should be based on identification and development of dynamic capabilities of universities. Networking should be the basis for dynamic and progressive development of universities.

university, dynamic capabilities, networking of universities, competitive advantage.

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