Between the decades of 1970 through 1999, there were major shifts in higher education in New Jersey. Utilizing a grounded theory approach this dissertation created a database of legislation, hearings transcripts, and education reports. Searching this database for commonly used terminology, this dissertation was seeking a pattern in language use that could demonstrate the incursion of neoliberal economic terminology into the way high education was discussed during these years. A grounded theory exploration, this dissertation does not claim to have achieved a proven connection between the language shift and decisions made by education leadership. All it can demonstrate is that there is a linguistic shift including very specific terminology. Demonstrating that there is such a pattern in the over 3,000 documents reviewed lays out the theory that this incursion exists. Thoughtful insights into the use of language as it impacts higher education, this dissertation highlights the way linguistic shifts can change attitudes and therefore outcomes. [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://bibliotheek.ehb.be:2222/en-US/products/dissertations/individuals.shtml.]