Adopting a triangulated approach, this thesis consists of three separate but related qualitative studies, the collective objectives of which are to (i) gauge current levels of concern of Australian public universities with rapid intensification of the higher education sector globally; (ii) evaluate strategies developed by universities in response to increasing competition; and (iii) develop a conceptual framework to guide competitive behaviour of universities. Study 1 is a systematic content analysis of published strategic plans of universities using Leximancer (Version 2.20). Relative prominence of concepts identified in this content analysis give rise to propositions relating both to levels of concern with competition and strategies being implemented to protect market position. In Study 2, these propositions are tested in a sample of the universities by means of case studie s based on face-to-face interviews with senior academics and administrators. Study 3 draws upon findings of Studies 1 and 2 to develop a strategic model to guide future strategy development. Overall, findings of the studies provide valuable insights into the management of higher education in a dynamic environment in which the intensity of competition is likely to escalate as the pace of globalisation and technological change quickens, as deregulation of the domestic higher education sector continues, as per capita funding is further reduced, as even greater elements of competition and contestability are introduced in the interests of productivity and efficiency, and as overseas student demand slackens in traditional markets