Academy of Strategic Management Journal Volume 18, Issue 4, 2019 1 1939-6104-18-4-393 TRANSFORMING TO RESEARCH & INNOVATION CAMPUS: STRATEGIES OF UNIVERSITI TEKNOLOGI MARA (UiTM) MELAKA BRANCH, MALAYSIA Shafinar Ismail, Universiti Teknologi MARA Abdul Rahim Ridzuan, Universiti Teknologi MARA ABSTRACT Universities worldwide are striving to excel in the management of academic achievements, student activities and research and industrial linkages and they need to scrutinise their Critical Success Factor (CSF). In this case, UiTM Melaka branch is not an exception. To achieve excellence, one of the key determinants is proper planning and initiatives in strategizing and systemising the processes involved. The objectives of this paper are to discuss the practices and achievements of UiTM Melaka branch, particularly in research and innovation. The good practices are seen in the top-down commitment by the management, the bottom-up involvement of staff from every level, the culture that encourages cultivating and sharing in every program, continuous improvement in carrying out tasks and responsibilities, reward and recognition for outstanding staff and setting a long-term goal in connecting the industry and community with academia. These good practices have showed various promising results. For instance, UiTM Melaka branch has developed a proper procedure in enhancing the number of index publications as well as securing the highest number of grants for social science among branch campuses. These achievements were obtained through CSFs of UiTM Melaka branch. The CSF identified is (i) publications strategies and research grant administration. CSF has truly encouraged its staff and students to build the university together. As such, adapting CSF has aided the management to excel in achieving its goals. Keywords: Achievement, Critical Success Factors, Management, Practices, University. INTRODUCTION The concept of Critical Success Factor (CSF) has brought forward the best practice for university excellence. It is a management term for an element necessary for an organisation to achieve its mission. It is the critical factor or activity required for ensuring the success of a university in academia. Underpinning this concept has been the on-going commitment of the UiTM Melaka branch management, staff and students in order to meet the university’s vision to establish UiTM as a premier university of outstanding scholarship and academic excellence, capable of providing leadership to Bumiputeras’s dynamic involvement in all professional fields of world-class standards. This is aimed at producing globally competitive graduates of sound ethical standing. Therefore, through CSFs, selected indicators are identified and planned by the university management before it is executed by the students, staff and community. These indicators are considered critical in strategic planning. Through this stage, an alignment has been made to make sure the approaches taken to achieve these goals can be performed by all parties. The management provides guidance to ensure the parties can perform and achieve the outcomes.