USM PENANG, 8 April 2026 – Universiti Sains Malaysia (USM) reinforces its commitment to strengthening the institution’s strategic positioning and distinctiveness in navigating the increasingly competitive global landscape.

Chairman of the USM Board of Governors, Professor Emeritus Dato’ Dr. Hassan Said, emphasised that the excellence of an institution is defined by the clarity of its values and the strength of its capacity to build impactful narratives.

“Institutions must define their own values and uniqueness, and translate their strengths into values that are understood and appreciated,” he said.

He further stressed that in the context of higher education, universities must have clear positioning and a ‘Unique Selling Proposition’ (USP) that distinguishes them from other institutions.

According to him, trends and perceptions shape values, and therefore universities must manage their strategic positioning in a deliberate manner by highlighting authentic strengths.

“Universities are ecosystems of values, outcomes, and experiences that build confidence,” he added.

He also underscored the importance of enhancing the visibility of research and innovation to ensure meaningful impact on society.

Meanwhile, USM Vice-Chancellor, Professor Dato’ Seri Ir. Dr. Abdul Rahman Mohamed, highlighted the need for university leadership to be bold and more focused.

“We must elevate strategic approaches and play our role as leaders,” he said.

He stressed that internal strengths must be strategically mobilised, with clear focus areas chosen to drive impact and set the organisation apart on the path to global excellence.

Both leaders agreed that the ability to position institutional efforts within a convincing narrative remains the primary challenge for universities.

Taking into account post-COVID-19 changes, universities must create new trends anchored in their unique identity to ensure global competitiveness.

The message is clear: staying true to values creates distinctiveness, which drives broad impact when applied strategically and consistently.

Original Text: Dr. Miharaini Md Ghani, School of Communication, USM/Translation: Mazlan Hanafi Basharudin/Photo: Muhamad Faris Darwisy Mohammad Rafiq, Media & Public Relations Centre (MPRC), USM