Strategy Making from Theory: The Case for a Higher Education Institute Start-up in Uncertain post-coup Myanmar

Abstract

Strategy Making from Theory as a research project mirrors the journey of a higher education startup initially geared towards building the human capital of top talent in Myanmar at its peak of reforms before the military coup of 2021, which required an overhaul of strategy and thinking behind the design and planning of the startup. The research draws upon multiple theories to develop different strategies in borrowing legitimation as a startup, status signals to attract learners and educators with rich contextual information about the country in turbulent times of civil conflict post military coup. An organisation ecology approach is used to reflect antecedents of legitimation, crafting an offering through authenticity to entice learners through intrinsic appeal followed by the role and personal legitimation of the founder(s). Semi-structured interviews provided a context rich information which informed the research with views from key players in the private higher education space in the country. Although a limited study conducted during challenging times, the research has academic and practical value for stakeholders interested in launching an education startup in Myanmar through TNE Transnational Education context or to provide education services to Burmese diaspora in Myanmar’s neighbouring countries with an added flavour of internationalness for learners to become employable beyond their home country. Further research has also been suggested to explore how founders could export or bring their individual legitimation abroad when setting up multi-country education establishments.