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Article
Publication date: 28 March 2008

Timothy W. Mazzarol and Geoffrey N. Soutar

The global market for international students have become highly competitive and many institutions, particularly higher education institutions, rely heavily on fee income from…

2560

Abstract

Purpose

The global market for international students have become highly competitive and many institutions, particularly higher education institutions, rely heavily on fee income from overseas students. This study aims to examine the countries from which Australian education institutions draw such students and used this information to better understand such patterns.

Design/methodology/approach

Data were obtained from a sample of 225 schools, colleges and universities that were actively engaged in the recruitment of international students and correspondence analysis and cluster analysis were used to examine the recruitment choices made by these institutions.

Findings

It was clear there were three groups within the data that had different recruitment strategies. Group 1 (local players) institutions were primarily established to cater to the needs of international students studying in Australia and had a narrowly focussed recruitment strategy. Group 2 (global players) were institutions (mainly universities) operating both within Australia and offshore who recruited widely. Group 3 (minor players) institutions were mainly high schools that engaged in international student recruitment only on an ad hoc basis.

Research limitations/implications

The study was undertaken within a single country. However, the findings, which highlighted the international student recruitment patterns of the responding education institutions, suggested they paralleled the types of activity found among other types of exporting firms.

Practical implications

The paper suggests managers in educational institutions seeking to engage in overseas markets must make a strategic choice as to the level of their commitment to internationalisation and that this will impact on the choices they make about the way they recruit international students.

Originality/value

There are few studies of education institutions in the international marketing area and even fewer have examined the issue of geographic recruitment choices. This study provides useful statistical evidence of the types of strategies that are likely to be found in this sector.

Details

International Journal of Educational Management, vol. 22 no. 3
Type: Research Article
ISSN: 0951-354X

Keywords

Article
Publication date: 22 June 2010

Alan C.K. Cheung, Timothy W.W. Yuen, Celeste Y.M. Yuen and Yin Cheong Cheng

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…

3313

Abstract

Purpose

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.

Design/methodology/approach

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.

Findings

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.

Research limitations/implications

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.

Practical implications

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.

Originality/value

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.

Details

International Journal of Educational Management, vol. 24 no. 5
Type: Research Article
ISSN: 0951-354X

Keywords

Article
Publication date: 8 January 2018

Timothy Lee Keiningham, Roland T. Rust, Bart Lariviere, Lerzan Aksoy and Luke Williams

Managers seeking to manage customer word-of-mouth (WOM) behavior need to understand how different attitudinal drivers (e.g. satisfaction, positive and negative emotion…

3241

Abstract

Purpose

Managers seeking to manage customer word-of-mouth (WOM) behavior need to understand how different attitudinal drivers (e.g. satisfaction, positive and negative emotion, commitment, and self-brand connection) relate to a range of WOM behaviors. They also need to know how the effects of these drivers are moderated by customer characteristics (e.g. gender, age, income, country). The paper aims to discuss these issues.

Design/methodology/approach

To investigate these issues a built a large-scale multi-national database was created that includes attitudinal drivers, customer characteristics, and a full range of WOM behaviors, involving both the sending and receiving of both positive and negative WOM, with both strong and weak ties. The combination of sending-receiving, positive-negative and strong ties-weak ties results in a typology of eight distinct WOM behaviors. The investigation explores the drivers of those behaviors, and their moderators, using a hierarchical Bayes model in which all WOM behaviors are simultaneously modeled.

Findings

Among the many important findings uncovered are: the most effective way to drive all positive WOM behaviors is through maximizing affective commitment and positive emotions; minimizing negative emotions and ensuring that customers are satisfied lowers all negative WOM behaviors; all other attitudinal drivers have lower or even mixed effects on the different WOM behaviors; and customer characteristics can have a surprisingly large impact on how attitudes affect different WOM behaviors.

Practical implications

These findings have important managerial implications for promotion (which attitudes should be stimulated to produce the desired WOM behavior) and segmentation (how should marketing efforts change, based on segments defined by customer characteristics).

Originality/value

This research points to the myriad of factors that enhance positive and reduce negative word-of-mouth, and the importance of accounting for customer heterogeneity in assessing the likely impact of attitudinal drivers on word-of-mouth behaviors.

Details

Journal of Service Management, vol. 29 no. 1
Type: Research Article
ISSN: 1757-5818

Keywords

Article
Publication date: 22 February 2011

Alan C.K. Cheung, Timothy W.W. Yuen, Celeste Y.M. Yuen and Yin Cheong Cheng

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…

4545

Abstract

Purpose

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.

Design/methodology/approach

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.

Findings

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.

Research limitations/implications

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.

Practical implications

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.

Originality/value

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.

Details

International Journal of Educational Management, vol. 25 no. 2
Type: Research Article
ISSN: 0951-354X

Keywords

Article
Publication date: 21 June 2011

Yin Cheong Cheng, Alan C.K. Cheung and Timothy W.W. Yeun

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…

3589

Abstract

Purpose

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.

Design/methodology/approach

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.

Findings

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.

Originality/value

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.

Details

International Journal of Educational Management, vol. 25 no. 5
Type: Research Article
ISSN: 0951-354X

Keywords

Article
Publication date: 17 August 2010

Noeleen Doherty, Michael Dickmann and Timothy Mills

The paper seeks to explore the career attitudes, motivations and behaviours of young people in initial vocational education and training (IVET) in Europe.

1938

Abstract

Purpose

The paper seeks to explore the career attitudes, motivations and behaviours of young people in initial vocational education and training (IVET) in Europe.

Design/methodology/approach

This exploratory web‐based survey was conducted during the European year for mobility. Drawing on existing research on the motivators of international careers, it explored young people's perceptions of barriers and incentives to mobility.

Findings

The study differentiates “natives” (those who did not go abroad) and “boundary crossers” (those who did). Cultural exposure, travel and a desire for adventure are key motivators. Counter‐intuitively, those who chose not to go abroad are significantly more positive about the potential for professional development but are significantly more concerned for personal safety. Some maturational trends are apparent.

Research limitations/implications

The study is limited to a “European‐wide” perspective from a sample, which had access to the web survey. Further research could usefully explore differences in attitude and mobility behaviours within and across specific European countries.

Practical implications

Factors restricting boundary‐crossing behaviour may be rooted in aspects of psychological mobility such as perceived benefits of the experience, self‐confidence and risk aversion. This has practical implications for policy makers and career development for early career foreign didactic experiences where support for placements may need to focus more on psychological mobility, an area currently under‐researched.

Originality/value

This exploratory paper provides data to examine the mobility behaviours among young people in IVET, distinguishing between “natives” and “boundary crossers”. It presents an important attempt to more fully understand the dynamics of mobility attitudes and behaviours among young people.

Details

Career Development International, vol. 15 no. 4
Type: Research Article
ISSN: 1362-0436

Keywords

Article
Publication date: 1 April 2021

Adelson Pereira do Nascimento, Marcos Paulo Oliveira, Timothy J. Pettit and Marcelo Bronzo

This paper approaches the dynamics of supply chain resilience from the company from customer's point of view, seeking to illuminate which mechanisms and practices are used…

1402

Abstract

Purpose

This paper approaches the dynamics of supply chain resilience from the company from customer's point of view, seeking to illuminate which mechanisms and practices are used (intentionally or unintentionally) to increase the resilience of their critical suppliers, and thus to evaluate the impact of these mechanisms and practices on its entire supply chain (SC).

Design/methodology/approach

The authors explore some emerging developments in organizational resilience with an embedded case study of a group of focal companies operating in the automotive SC. Therefore, semi-structured interviews have been conducted with buyers and sellers using content analysis, in the light of the prospect theory and the resource dependency theory.

Findings

The results indicate the existence of a resilience sheaf that runs through the entire supply chain, formed by a set of 11 formal mechanisms and informal practices.

Practical implications

This resilience sheaf can guide managers thorough SC resilience development by taking its components as a reference and optimizing the use of resources both effectively and efficiently.

Originality/value

SC resilience has been conceptualized as a function of an organization's situational awareness, the identification and management of key vulnerabilities and the ability to successfully react in a complex, dynamic and interconnected environment. These propositions highlight the features of both internal and external mechanisms to enhance organizational resilience.

Details

Continuity & Resilience Review, vol. 3 no. 1
Type: Research Article
ISSN: 2516-7502

Keywords

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