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The purpose of this paper is to explore how post-92 UK universities perceive and manage market orientation (MO) in their export operations of educational services to international students (i.e. export market orientation (EMO)) in the context of international student recruitment.

Through a case study design, this qualitative research was undertaken amongst eight post-92 UK universities. Semi-structured in-depth interviews were conducted with managers in the international offices of universities.

The results indicate that EMO in universities consists of information-based activities geared towards foreign markets. Superior knowledge and awareness of the market components is central to the implementation of these information-based activities. This involves market information generation and dissemination, as well as the need for rapid responsiveness due to the changing nature of the higher education market.

The selected methodology makes these results alone unfit for generalising to a larger population. Improved theoretical models are needed for generating more knowledge about the antecedents and consequences of EMO in universities.

The authors believe the findings are particularly relevant for international marketing managers of exporting universities. The current paper suggests some implications for international marketing managers when actively managing their marketing activities towards foreign markets.

The paper identifies a gap in current higher education marketing research. The original contribution of the paper is to address this gap so that researchers and practitioners have some understanding of the export marketing behaviour of UK universities in the context of the recruitment of international students.

The purpose of this paper is to present a framework combining the approaches of the innovation pedagogy, strategic planning of higher education and the research, development and innovation (RDI) in order to support the export of higher education.

The export of education can be included in the framework by taking the innovation pedagogy as a starting point – an approach developed for the universities of applied sciences with the emphasis of efficient leaning in projects and the institution's external impact. Strategic management defines strategic objectives, which take into account the European education policy and the regional and international demand for higher education. The empirical part of the paper is based on the study of the Turku University of Applied Sciences (TUAS) focusing on the networked applied research and development activities and the combination of the education and the RDI activities using learning in the projects approaches.

The building of the strategic partnerships seems to be one of the main instruments of the export process and to use the support of the external broker organization outside of the universities. The advantages of the student learning in the RDI projects are: the drop‐out rates can be decreased, the length of study can be shortened, the transfer of knowledge can be increased, the supervision of students can be increased, the experience of students from projects increases the employment opportunities and the integrated model of innovation pedagogy can be exported to other countries.

The framework presented in the paper could be developed towards mechanisms of sharing the knowledge concerning different global learning ecosystems.

The main purpose of the present paper is twofold: to examine and compare the current strategies and policies that are employed by the UK, Australia and Singapore and to recommend appropriate strategies and policies to higher education institutions and the Hong Kong government and elsewhere that are interested in expanding their efforts in recruiting the growing number of students from other countries who are planning to study overseas.

The data for this project were obtained primarily from documents and in‐depth interviews. Documents include government reports, policy addresses, official statistics, etc. The in‐depth interviews were conducted in Hong Kong as well as in the four studied cities – Mumbai, New Delhi, Jakarta, and Kuala Lumpur. Interviewees included government officials, academics, higher education institutions’ representatives, consultant generals, and officials from policy bodies.

It is clear from the findings of this present study that a set of favorable policies and strategies at the national level was behind the success of these competitors. Such policies are not confined to educational policies but are extended to population and employment policies.

Though the study examined policies and strategies employed by three countries, findings from the study may generate useful information to countries that may be interested in exporting their higher education to Asian markets.

The paper suggests that if Hong Kong is to attain success in becoming an international exporter of education services, it may need to adopt favorable policies at institute and system level, and in so doing it can definitely benefit by carefully studying the strategies and policies employed by these three competitors.

Few studies have examined and compared strategies and policies employed by these three key major players of higher education services. This study provides some useful strategies and policy recommendation to education decision makers in Hong Kong and elsewhere that may be interested in entering Asian markets.

Australia has made impressive efforts over the past two decades in the internationalisation of higher education. Particularly impressive has been the expansion of fee-paying international students. Australia today is the third largest exporter of higher education services internationally, with international students comprising well over 20% of total student enrolments in Australian universities. Expansion of international student enrolments has had major impacts on Australian universities and Australia. On balance, the effects have been strongly positive, producing substantial financial benefits and export income, attracting large number of well-qualified undergraduate and postgraduate students, and leading to a more international orientation for Australia's universities.

Higher education institutions (HEIs) are becoming more aware of the effects of globalization and of the fact that the need for international work experience, as well as partially or fully acquired education abroad, is increasing. The aim of the research is to analyze factors influencing international students’ decision regarding the country and HEIs and to evaluate students’ learning experience and satisfaction with their choice to develop suggestions for the improvement of different dimensions related to the quality and export of higher education.

Several research methods, such as literature review, logical and comparative analysis, as well as the empirical method to obtain information by conducting a survey, and the induction method to interpret and generalize the survey results are applied in this research. To discover learning experiences and determinants of students’ choice of the host country and HEI, research was carried out, under which two questionnaires were developed. The survey involved foreign students from seven HEIs in Latvia and one Estonian university.

The environment in which HEIs operate is becoming more open to the increasing international influence and competition and leads to increasing opportunities for international studies and choice available to students. The quality of the academic staff and study programmes are the most important factors in creating value for the student. As a result of the research, suggestions for higher education quality improvement and export development have been structured within economics, culture and quality dimensions into three levels – individual, institutional and state.

The study does not analyze the foreign students’ countries of origin in terms of political, economic situations or other factors. Upon researching the proportion of foreign students in Latvian HEIs, it was found that most students acquire education in Riga; therefore, regional HEIs have not been included in the survey.

The results obtained can be used to improve the quality of higher education and encourage the export of higher education by introducing the necessary changes in the areas identified during the research at the state as well as HEI level. The authors also provide an insight into the areas where implementation of changes is necessary to improve the international students’ level of satisfaction and their learning experience.

In the past couple of decades, higher education systems have been in transition in sub-Saharan Africa. The phenomenal growth of private, for-profit higher education institutions is almost universal. The global trends in higher education have affected the universities in sub-Saharan Africa as well. This chapter critically examines the rapid growth of private universities as a result of globalization and its impact on society. Although the research covers only Anglophone sub-Saharan Africa, the findings have broad implications for the whole of sub-Saharan Africa (Jokivirta, 2006). The chapter is divided into four major parts, namely globalization and the knowledge economy; the evolution of private higher education in the region, using two of the oldest universities as examples; the growth of private universities and the challenges facing them; and the linkages between foreign institutions and local ones. The empirical research on which this chapter is based is part of a longitudinal study, 2001–2006, of higher education in sub-Saharan Africa.

The purpose of this paper is to analyse the growing importance of knowledge transfer in the globalising economy, especially in relation to the policy driver in a number of countries to transform their current economies into knowledge economies. It discusses the various implications that these processes have for government policy on higher education systems, and the role of universities in economic development. It draws upon examples from around the world.

An overview and conceptual paper based on observations and research experience.

This paper points to the importance of the development of knowledge economies and the ways in which this trend has exposed university systems to a more direct involvement in globalisation processes. It offers examples of the different higher education strategies that have been adopted in relation to economic development in countries such as Singapore, Malaysia, China, the UK and South Africa. It also explores the different internationalisation strategies of universities. It highlights the potentially crucial role that universities can play as key players in this process, given their core functions of knowledge generation and transfer through teaching, research and a close engagement with commercial organisations.

This paper raises critical questions for national governments as to what higher education strategies they need to consider to maximise the role that universities can play in knowledge transfer and economic development. It also points to the parallel issues that universities need to address as to their core role in society and the extent to which they wish to engage with wider processes of internationalisation and globalisation.

This chapter tries to explain the impact of the European Commission's ERASMUS programme on national higher education policies of 18 European countries. Based on an analysis of the literature on Europeanisation and policy impact, it is hypothesised that the impact will be very modest, but that there may be indirect impacts and differences in impact across countries dependent on institutional features of the higher education system. The empirical findings support the hypothesis: ERASMUS certainly has increased policy-makers’ awareness of the importance and possible consequences of further internationalisation. Nevertheless, ERASMUS has a more profound effect on higher education institutions and students. In addition, policy-makers have been much more influenced regarding their internationalisation policies by the Sorbonne and Bologna Declarations. There are some noteworthy differences between the countries that relate to specific domestic characteristics (e.g. language and colonial history).

The field of higher education is constantly evolving, particularly in the era of globalisation. With the expansion and influence of Western paradigms, the influence of transnational education (TNE) in the developing world has been gaining significant traction and impact. This chapter attempts to formulate conclusions about the key determining factors behind the penetration and entrenchment of primarily the Anglo-Saxon style of University Education. Within that spectrum, the discussion will also cover how this manifests, looking specifically at various models of TNE and collaborative provision, exploring the possible connotations for small businesses. The final section will attempt to crystallise the main findings and propose directions for further research.

This chapter draws on a number of literary sources, both academic and practitioner, to enable reconciling different discipline areas. Empirical studies will also be explored to provide additional substantiation to the theoretical mantle. This chapter forms conclusions on how the various models of TNE have evolved across the world, the impact of this expansion has created for the local population in terms of skills development and accessibility to education, but also in terms of implications for the local economy and small businesses in particular. A novel approach is taken in trying to bring together disparate thematic areas, which although topical have rarely been explored in conjunction. This chapter will be of interest to a wide audience, including academics and researchers but also policy-makers and professionals in the small business field.

The advance in higher education in Asian countries is of major interest because it reveals increasing global political and cultural influence in recent years. The review explores the characteristics of publications from 2013–2018 concerned with the internationalisation of higher education in Asia. The study aims to analyse the current trajectory, including the size, growth trends, and regional networking of this domain, with a goal of identifying the influential journals, authors, and documents, as well exploring the thematic structure and topical issues and trends of this domain.

241 Scopus-indexed documents were selected and reviewed using a quantitative descriptive way. These documents were analysed by VOS viewer software.

The results show the most topical issues and trends concern about “Asian immigration and mobility”, “transnational education”, “international students and acculturation”, and “international branch campuses”. Seven main schools of thought were identified and are clearly explained herein, which provides a baseline for future research for new scholars.

The present study suggests that trans-regional cooperation is the future of internationalisation in higher education. Asian scholars are recommended to increase cooperation and exchanges with each other, expand channels of contact, further understand and optimise their own advantages, achieve win-win cooperation and make Asia's voice heard in the world in higher education field.

This bibliometric review can predict the main trends in higher education internationalisation in the future and encourage implication of interdisciplinary research in higher education internationalisation.