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Abstract

This research delves into the evolving landscape of private higher education (PrHE) in the UK, moving beyond the traditional franchising model to explore the critical role of strategic alignment between Public Higher Education Institutions (PuHEIs) and Private Higher Education Institutions (PrHEIs) in fostering thriving institutions. While franchising arrangements have traditionally facilitated the delivery of PuHEIs programmes through PrHEIs, this study emphasises the importance of strategic alignment in achieving long-term success. The study explores how aligning institutional mission, strategic goals, resources, and practices can enhance academic quality, expand access to education, and foster innovation. Using Oxford Business College (OBC) as a case study, the research highlights OBC's transformation from a follower to a pioneer in research, staff development, and business incubation, driven by direction of strategic alignment with PuHEIs. Key focus areas include widening participation, student support, research enhancement, staff development, and business incubation. The findings underscore that beyond the transactional nature of franchising, strategic alignment is essential for PrHEIs to thrive, setting a new paradigm for sustainable and impactful higher education partnerships in the UK. Keywords: UK Higher Education (HE) Franchising, Strategic Alignment, Public Higher Education Institutions (PuHEIs), Private Higher Education Institutions (PrHEIs), Oxford Business College (OBC)