University management has many and varied needs for effective computer services in support of their processing and information functions. The challenge for the computer center managers is to better understand these needs and assist in the development of effective and timely solutions. Management needs can range from accounting and payroll to university development and alumni relations, to admissions, registration, and public policy. The information necessary to meet these needs must be extensive, accurate, and timely. Because each top level manager in the university will have different requirements for information, a computer center will experience some conflict in satisfying those needs. Resources may be spread too thinly or jurisdiction may be over-extended, resulting in inadequate service. Frequently top managers do not see the relationship between data they want and the time requirements and accuracy of input into the computer system. Some may be suspicious of or feel threatened by computers, while others believe technology will save the world. To overcome the problems, the functions that top management and data processing perform should be delineated and each should develop an awareness of the environment and a sensitivity to the needs and requirements of the other. Four specific suggestions are: (1) recognize the elements required for change, (2) recognize the elements of stability, (3) organize in order to be responsive, and (4) keep in perspective the entire process of production, not simply the computer center. (DAG)