Textbooks complement, not compete, with universities. I believe the universities will want to control this competition, to the extent they can. Robert Sullivan, dean of Kenan-Flagler business school in North Carolina, accepts that faculty could be involved with competing with their own institutions but is equally concerned with how schools can reward faculty for giving up their intellectual property. Faculty who write text books normally get all the royalties. There are real issues about using interactive teaching tools to replace faculty.
People are concerned about that.
We are asking them to give up something of real value to them. And then schools get involved with outside, commercial companies that 'package' this material, they also have rights. It's a very complex issue. Andrew Ettinger, director of the Virtual Learning Resource Centre at Ashridge Management College in the UK, points out other issues involved in remunerating faculty. Another question concerns who really owns this intellectual property.