Carvalho Pereira, Marco AntonioTerra Da Silva, Marcia2020-04-172020-04-172003-04-01http://hdl.handle.net/10919/97779“Who are the main customers?” is a key question for any organization. In Higher Education, the question becomes more difficult, because its services answer different groups: students, employers, society/government and faculty. This paper analyzes the implications for the organization of education and research processes in higher education of their conflicting visions.application/pdfenCreative Commons Attribution-NonCommercial-NoDerivs 3.0 United Stateshigher education systemeducation, higher--government policycustomersArticlehttps://pomsmeetings.org/ConfProceedings/001/Papers/SOM-19.3.pdf