This chapte will provide a specific example of how this happens and why; then go on to describe the consequences and outcomes. In Australia, the notion that higher education institutions, in their role as academic enterprises, needed to develop market characteristics emerged during the early-1990s (Marginson, 1997a, 1997b). These pressures continue to prevail in the contexts of the global financial crisis and decline in educational funding from government sources, and the idea of education as a global product with differing demands from diverse student customers and stakeholders. To survive and thrive, educational institutions are under pressure to reinvent themselves. They are rethinking forms of education, focusing on work-life balance, and developing sustainable pathways that benefit their students and communities.