This study addressed the current paucity of research dedicated to the perceptions of strategic planners in Jesuit colleges and universities pertaining to how current market trends are impacting their institutions. The collective success of member institutions is paramount as these institutions are purveyors of Ignatian principals such as social justice and inclusivity--principles that have been thrust into the national spotlight in the past few years as a result of media coverage of the heightened racial and religious tensions in American colleges and universities. The perspectives of academic leaders at AJCU institutions had not been solicited with regard to how these marketplace vectors are impacting their institutions and what corrective steps they are implementing to remain competitive in a highly volatile market. With generational theory and the theory of disruptive innovation as a theoretical framework, this study's purpose was to discover how current market trends are specifically impacting Jesuit colleges and universities as perceived by key administrators. It also sought to discover perspectives on current best practices and suggestions for the future sustainability of the business model. The participants were key decision-makers in the areas of strategic finance, planning, or budget at each of the selected colleges and universities in the sample. The findings revealed that while many of the Jesuit colleges and universities are generally meeting enrollment goals, it has become increasingly challenging to reach net revenue goals. Strategic planners shared several perspectives on current best practices and offered suggestions for achieving long-term sustainability. Future studies are needed to assess the success of the strategies introduced in this study and investigate how the political climate in the wake of the 2016 election will further exacerbate current trends in the market. [The dissertation citations contained here are published with the permission of ProQuest LLC. Further reproduction is prohibited without permission. Copies of dissertations may be obtained by Telephone (800) 1-800-521-0600. Web page: http://www.proquest.com.bibliotheek.ehb.be/en-US/products/dissertations/individuals.shtml.]