This paper was based upon the thesis that there are environments which will effect positive relationships between people and will regulate their modes of thought and subsequent actions. It was further postulated that there is an ordering of values by rural residents and a corresponding urban ordering of values. In view of the foregoing, it was appropriate to ask, what is growth producing in respective colleges and universities? Six significant environmental factors were identified which must receive attention if an administrator is to be effective. They are: (1) physical factors, (2) academic standards and regulations, (3) scholarship and financial aid, (4) standards of personal behavior, (5) student activities and the university calendar of events, and (6) the interpersonal relationships of students and staff. In addition a discussion was presented of the techniques for influencing the environment. These included: (1) alliance with administration, (2) faculty coalition, (3) student involvement, (4) individual manipulation, and (5) modeling. It was concluded that the basis for further discussion may concern itself with influencing institutional environment, by whom and for whom. (Author/BW)