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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 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.

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.

How higher education institutions (HEIs) approach the recruitment of international students is an area of global interest (James-MacEachern, 2018, Ross et al., 2013), but there is limited focus on how institutions in different parts of the world approach international student recruitment as an export marketing orientation (EMO). The purpose of this paper is to examine the similarities and differences of export marketing orientation amongst three higher education institutions.

This study uses export marketing concepts to compare three universities from Canada, Hong Kong and the UK to explore how institutions use international student recruitment as export marketing in international markets.

The study finds a number of similarities and differences in how HEIs react and respond to market and global environments, and responses impact the level of EMO. It argues that institutions rely differently on export marketing in their approach international students and highlights the need to understand how various factors such as national policy and institutional strategy impacts institutional adoption of an EMO in higher education.

By comparing HEIs from different parts of the world, this paper shows differences in export marketing orientation that are shaped by national policy frameworks and organizational culture. This is the first time three institutions from Canada, Hong Kong and the UK have been compared for EMO, and this study provides new insights into the factors that contribute or hinder EMO for HEIs.

The main purpose of this study is threefold: to analyze the current conditions of higher education services offered in the three target markets; to conduct market segmentation analysis of these markets; and to recommend the most appropriate market entry strategies for Hong Kong's education service providers.

The data for this project were obtained primarily by questionnaire survey and interviews. The research team collected 1,370 questionnaires and conducted a total of 121 individual and focus group interviews in the four studied cities – Mumbai, New Delhi, Jakarta, and Kuala Lumpur.

The study found that there was a high unmet demand for higher education overseas and that the visibility of Hong Kong's higher education was relatively weak in these Asian markets. In order to capture the continued rise of students in Asia, higher education institutions and the Hong Kong government need to work together to analyze the potential markets critically and employ marketing strategies sensibly. Several key recommendations have been provided based on the findings.

The study was undertaken in a few key cities in these three target markets. However, findings from the study may generate insights into other cities with similar characteristics in these countries and the Asian regions.

The paper suggests that decision makers at the institutional level and government level seeking to enter these markets must pay attention to the importance of market segmentation and the 4P variables in formulating their marketing strategies.

Few studies have examined the current condition of higher education services in these three emerging Asian markets. The study provides some useful marketing information to education decision makers in Hong Kong and elsewhere who may be interested in formulating marketing strategies in these markets.

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.

This paper aims to review and analyze the functions, strategies and related issues of developing a regional education hub in the trends of education development in China as well as the Asian Pacific region.

Taking Hong Kong as an emerging case, it examines through literature and international comparison the relationship between education hub development and higher education development as well as the strategic functions of an education hub to the future development of Hong Kong.

The development of an education hub was found closely linked to the demand for higher education in the Asian Pacific region as well as the internal dynamic of higher education and society in Hong Kong. The mode of education hub development in Hong Kong should be driven by soft‐power building instead of industrialization. The requirements for successful implementation include the huge demands for higher education in the region, the strengths of the higher education sector, the supporting policies and measures for international students and education service providers, and the leadership and support of central agencies.

This paper provides a new typology of higher education developments and a new mode of education hub development to analyze the strategic functions and requirements of developing education hub in the context of Asia‐Pacific Region. The discussion and analysis in this paper will contribute to the related literature, policy development and initiative implementation in the areas of education hub and higher education not only in Hong Kong but also other parts of the world.

Examines the current situation facing Australian higher education institutions engaged in the export of their services. Considers current trends in the world market for international education services, as well as current and future developments in the Australian higher education system. Recent research evidence suggests that the international market for education is reaching maturity. Contends that Australia’s international education sector, especially in the area of higher education, requires greater differentiation and more careful marketing in order to deal with this trend. Outlines some suggestions as to appropriate future strategies for the Australian international education sector.

The purpose of this paper is to propose an adapted Porter Diamond Model (PDM) that can be used by transnational education (TNE) countries and institutions as an analytical framework for the strategic evaluation of TNE host countries in terms of attractiveness for exporting higher education.

The study uses a literature review to adapt the PDM in the context of TNE host countries. A pilot study of adapted PDM is conducted for China and Malaysia. Available country data are collected via desk study.

The pilot application of the adapted PDM revealed no major issues or failings. Only some minor difficulties in the identification of appropriate data which can be resolved with the use of alternative metrics. The results from the analysis of the two countries indicate that China and Malaysia are both suitable TNE host countries for expanding existing and developing new activities. This also indicates that the proposed use of the adapted PDM is suitable to effectively evaluate TNE host countries.

This adapted model can be used by TNE exporting institutions and countries to access the suitability of prospective TNE host countries for education export. Also, it can be used to evaluate the future risks for existing TNE activities. TNE host countries can use the model to strengthen their attractiveness for education import or to plan of becoming education hubs.

Considering the scale and the expected growth of TNE, as well as the lack of strategic analysis tools for TNE; the proposed model provides a valuable practical tool to aid strategic planning at institutional and country level.

China is not only the biggest importing country of the raw materials of forest products, but also the biggest exporting country of intermediate and final forest products. The paper aims to discuss these issues.

The authors use the Khandelwal (2010) method and trade data from 2000 to 2014 of bilateral forest products between China and ten main developed countries to evaluate the quality of China’s forestry imports and exports. Subsequently, the influencing factors of product quality are analyzed.

The results show that the current export quality of plywood and fiberboard is decreasing, and the export quality of particleboard and paper products is on the rise. A further study finds that several factors have the positive effects on the quality of forestry exports, including gross domestic product of the importing country, forestry export value of the importing country as well as the number of forestry higher education graduates of the exporting country. Moreover, the study also finds that the status of an Asia-Pacific Economic Cooperation member has a negative effect on the quality of forestry exports, while the distance cost has a negative influence on fiberboard, paper and paperboard.

The study suggests that China needs to strengthen the research and development investment on forest products, and improve the quality of forest products to promote the trade development of forestry exports.

The existing literature has not shown much research regarding the quality of China’s forestry exports through econometric analysis. Therefore, the research results provide new perspective about the influencing factors on China’s forestry trade activities.