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Higher education has long been the cornerstone of success in the United States. Historically Black Colleges and Universities (HBCUs) have provided educational opportunities to African American students since the late 1800s. HBCUs have produced some of the most influential and successful graduates in all fields of study. HBCUs have produced some of the most influential and successful graduates in all fields of study. Writers like Toni Morrison, current U.S. Vice President Kamala Harris, civil rights leaders like Martin Luther King Jr., and entertainment icons like Oprah Winfrey are just a few of the most famous and influential graduates of HBCUs. These graduates have successfully succeeded in their respective fields and indelibly impacted society. HBCUs have also been instrumental in helping to close the achievement gap between African American and white students and have provided a safe and supportive environment for African American students to pursue their educational goals. This paper explores the organizational strategy and marketplace sustainability of HBCUs in the post-COVID-19 competitive higher education marketplace.

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