External drivers of entry mode decisions of a higher education institution

Abstract

Purpose

The purpose of this paper is to examine the impact of cultural distance, governance quality, and market attractiveness on attachment of agents with a university.

Design/methodology/approach

A single university was chosen as a case study and secondary data were collected. The focus of this paper is on education agents who market higher education institution (HEI) in international market and recruit international students.

Findings

Multiple regression was performed and the finding indicated that governance quality and market attractiveness are significantly related with a number of agents attached to the marketing department of the university. However, cultural distance showed no significant relationship with agent attachment.

Research limitations/implications

The availability of data was most challenging in gathering data for this study because the culture of a country may change across time and the sample was based on only one case study, a minimal amount of information was obtained.

Practical implications

This study addresses the external factors that needed to be considered in selecting new agents.

Originality/value

This study contributes to the international marketing literature by a focus on HEI and focus on agency approach.

Citation

Goi, M.T. (2015), "External drivers of entry mode decisions of a higher education institution", Asia Pacific Journal of Marketing and Logistics, Vol. 28 No. 1, pp. 124-140. https://doi.org/10.1108/APJML-02-2015-0024