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This study sought to examine the interplay between market rewards and sustainability of private nursing and midwifery colleges in a competitive market environment. Over the last two decades, there has been a proliferation of Private Nursing and Midwifery Colleges in Ghana. These colleges are increasingly competing with their counterparts in the public sector that receive incentives from government. Therefore, increasing market rewards of private nursing colleges is imperative for sustainability of the colleges. The study adopted a descriptive survey design using quantitative approach. Total number of respondent for this study was 142. The study uncovered that equal employment opportunities for graduates, tax holidays, subventions or support from government were the key market rewards that could lead to sustainability of private institutions. These rewards were found to have a significant relationship with sustainability of institutions. The study also discovered that, effective market rewards can lead to improvement in enrolment and attraction of local or external investors in management of private nursing and midwifery colleges to enable them compete with those in the public sector.
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