As evident in the previous findings, vision content is related in some complex ways
to organisational performance. In the context of higher education institutions, I propose
that the focus of a vision is on financial stability, student satisfaction and growth,
process improvement, and learning and faculty member satisfaction because they are
key broad performance measures for higher education institutes (Cullen et al., 2003). It
can be hypothesised that the more a faculty leader imagines about enhancing these
performance measures, the better the overall performance of the faculty. Therefore,
vision content in this paper is defined as vision imageries about financial stability,
student satisfaction and growth, process improvement, and learning and faculty
member satisfaction.