TY  - JOUR
AB  - Existing business marketing theory often overstates the importance of competitive positioning when undertaking market entry strategy, although most theory acknowledge the need to develop strategies based on an analysis of the market structure. Indeed, as business marketers offering distance learning, universities are quick to embrace competitive positioning based on an analysis of the market structure. The same level of enthusiasm, however, has not been shown on network positioning based on an analysis of the network structure. Understanding and applying network positioning could confer a different but equally important perspective impacting on the market entry strategies of a university. This article attempts to fill these gaps and demonstrate its application in the context of Australian universities planning to enter the Malaysian distance learning education market, with local colleges acting as intermediaries.
VL  - 15
IS  - 4
SN  - 0885-8624
DO  - 10.1108/08858620010335128
UR  - https://doi.org/10.1108/08858620010335128
AU  - Low Brian
AU  - Wilkinson Ian
PY  - 2000
Y1  - 2000/01/01
TI  - Taking a position in an industrial service network: the case of distance learning in Malaysia
T2  - Journal of Business & Industrial Marketing
PB  - MCB UP Ltd
SP  - 260
EP  - 274
Y2  - 2024/04/25
ER  -