The article describes the peculiarities of three traditional academic models of the "ideal type" of teaching and research related to national culture in the field of education. The authors considered the essence and role of innovations in ensuring the competitiveness of universities in the modern educationalservices market. The article analyzes the Model of Thomas J. Peters, which distinguishes four types of cultures depending on how they affect innovation, action, control or harmony of culture in the organization. The conducted research made it possible to identify and substantiate the directions oftransformations in organizational culture to ensure competitiveness and innovative development of educational institutions. The following areas of change in the field of management of educational institutions have been determined: implementation of a business-organization model that stimulates theaspiration of educational institutions to achieve higher standards of professional business management; adaptation of educational institutions to modern challenges and threats, as well as changes in the labor market; improving the autonomy of university teachers in the implementation of didactic and scientific activities. The following aspects of changes in the field of scientific activity of educational institutions were identified: creation of an organizational environment that promotes the attraction of grants from national and international organizations; creation of a culture focused on innovation and thedevelopment of scientific research; increasing the effectiveness of the structural unit responsible for scientific research (R&D department), and for teachers - building effective cooperation with this unit; improvement of coordination, integration and management processes, as well as employee motivation;formation of the culture of scientific activity of educational institutions focused on innovations. Areas of transformation of didactic activities of educational institutions include further development of joint learning technologies, focused on more interactive technologies; development of electronic learningtechnologies, courses on online-platforms; development of person-oriented learning.

У статті досліджено особливості трьох традиційних академічних моделей «ідеального типу» викладання та досліджень, пов’язаних із національною культурою та державною освітою в галузі освіти. Розглянуто сутність і роль інновацій у забезпеченні конкурентоспроможності університетів на сучасному ринку освітніх послуг. У статті проаналізовано Модель Томаса Дж. Пітерса, що відрізняє чотири типи культур залежно від того, як вони впливають на інновації, дії, контроль або гармонію культури в організації. Проведене дослідження дало можливість виокремити та обґрунтувати напрями трансформацій в організаційній культурі для забезпечення конкурентоспроможності та інноваційного розвитку навчальних закладів.