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Internationalization of Higher Education Institutions through Marketing Orientation
Abstract
This article aims to analyze higher education internationalization from the market orientation scope. To get this, a positivist, explanatory, and a field non-experimental design study was carried out. A Likert-type survey with six (6) response options was applied to the chief of internationalization offices of 26 HEIs in the Colombian Caribbean region. The results show a positive and significant incidence of Intelligence Generation, Intelligence Dissemination, Response Capacity, and Market Intelligence. It can be concluded that market orientation is an instrument that strengthens the internationalization of HEIs through the development of collaboration and cooperation networks.
... Two considerations are highlighted: the academic innovation that positions universities at international rankings and the social and global commitment to ensure employment and competitiveness worldwide. Moreno-Charris et al. (2022) applied a Likert scale questionnaire to the internationalization offices of 26 HEIs in the Colombian Caribbean region. Here, the conceptualization of integrating the cultural dimension into the academic curriculum and a strategic route between cooperation, research, and the teaching environment plays several roles in the expected promotion of education. ...
This paper constitutes an analysis of the internationalization initiatives that higher education institutions are considering to enhance intercultural and international competences. A literature review was conducted in 50 published research articles between 2015 and 2023. The selected articles foundation was the internationalization process in higher education, specifically the internationalization at home towards a more comprehensive internationalization of the curriculum. This literature review evidences how higher education have changed and what strategies have been widely used to adapt education to current issues. In this vein, this literature exploration serves as a guide to bridge the gaps found to promote a comprehensive curriculum internationalization in public universities in Colombia. Key words: internationalization, curriculum internationalization, mobility, intercultural competences.
... Many studies have demonstrated the importance of higher education communication initiatives (Hall & Witek, 2016;Moreno-Charris et al., 2022). Communication activities illustrate the university's attempts to convey information and images about the institution to potential students in a variety of forms and channels, with a focus on the role of social media (Hall & Witek, 2016;Phan et al., 2021). ...
Branding is a crucial strategy for universities to gain an advantage over their competitors in the face of increased competition in higher education, especially in admission activities. This study aimed to identify and prioritize the university brand components that influence the attraction of prospective students. In this study, the Delphi method is combined with the analytic hierarchy process (AHP) to identify eight factors, comprising 31 subfactors that constitute the university's brand. These factors and subfactors are then prioritized in attracting prospective students. The data were gathered through four rounds of interviews with experts who were leaders or individuals with extensive experience in communication or enrollment at member universities of Vietnam National University, Hanoi. The research findings indicate that the five factors considered to be the highest priority in attracting potential learners are the university's training program, reputation, human resources, financial policies, and communication activities. Additionally, this study presents the priority rankings of 31 subfactors.
The theme of the book suggests that international interdependence between firms and within industries is of great and increasing importance. Analyses of international trade, international investments, industrial organisation and international business behaviour attempt to describe, explain and give advice about these interdependencies. The theoretical bases and the level of aggregation of such analyses are naturally quite varied.
The international branch campus is a phenomenon on the rise, but we still have limited knowledge of the strategic choices underlying the start of these ventures. The objective of this paper is to shed light on the motivations and decisions of universities to engage (or not) with the establishment of international branch campuses. As a point of departure, institutional theory has been selected to frame the potential motives for starting an international branch campus. Secondary literature, including professional journals and university reports and websites, has been analysed to obtain information that alludes to the motivations of universities for adopting particular strategies. It was found that university managements’ considerations can be explained by the concepts of legitimacy, status, institutional distance, risk-taking, risk-avoidance and the desire to secure new sources of revenue. We argue that universities should avoid decisions that are based largely on a single dimension, such as legitimacy, but rather consider a broad spectrum of motivations and considerations.
The contemporary relevance of the so-called Uppsala
Internationalisation Model is discussed. This is a framework advanced by
a number of Swedish colleagues describing the typical process of
“going international”. Johanson and Vahlne respond to the
criticisms of the model they proposed in the 1970s and relate it to the
Eclectic Paradigm Model and the Networking literature. The concepts of
the advantage package and the advantage cycle in the
internationalisation context are also introduced.
Universities play an important role in shaping the future of the world society in terms of sustainable development by generating new knowledge as well as contributing to the development of appropriate competencies and raising sustainability awareness. During the last years, many universities have undertaken activities for implementing Higher Education for Sustainable Development (HESD). Many have asked which key competencies are most relevant for sustainable development and hence should be developed in future-oriented higher education. Different approaches for the selection of sustainability key competencies have been developed, but there is little international agreement in the debate around the most important key competencies. Consequently, this paper asks which individual key competencies are crucial for understanding central challenges facing the world society and for facilitating its development towards a more sustainable future, and thus identifies those competencies which should be fostered through university teaching and learning. The empirical design of the study is related to a Delphi study in which ‘sustainability key competencies’ are defined by selected experts from Europe (Germany, Great Britain) and Latin America (Chile, Ecuador, Mexico). The results show that twelve key competencies crucial for sustainable development can be identified; the most relevant ones are those for systemic thinking, anticipatory thinking and critical thinking.
This paper examines the influence of network relationships on the internationalisation process of small firms, using multi-site case research on the software industry. The study empirically integrates the traditional models of incremental internationalisation with the network perspective. The findings show that the internationalisation process of small software firms reflects an accelerated version of the stage model perspective, and is driven, facilitated, and inhibited by a set of formal and informal network relationships. These relationships impact foreign market selection and mode of entry, as well as product development and market diversification activities. The paper offers a conceptual framework of the small firm internationalisation process which integrates the “stage” and “network” perspectives, and concludes with a discussion of research and managerial implications.
In this paper, we argue that the ability of a firm to recognize the value of new, external information, assimilate it, and apply it to commercial ends is critical to its innovative capabilities. We label this capability a firm's absorptive capacity and suggest that it is largely a function of the firm's level of prior related knowledge. The discussion focuses first on the cognitive basis for an individual's absorptive capacity including, in particular, prior related knowledge and diversity of background. We then characterize the factors that influence absorptive capacity at the organizational level, how an organization's absorptive capacity differs from that of its individual members, and the role of diversity of expertise within an organization. We argue that the development of absorptive capacity, and, in turn, innovative performance are history- or path-dependent and argue how lack of investment in an area of expertise early on may foreclose the future development of a technical capability in that area. We formulate a model of firm investment in research and development (R&D), in which R&D contributes to a firm's absorptive capacity, and test predictions relating a firm's investment in R&D to the knowledge underlying technical change within an industry. Discussion focuses on the implications of absorptive capacity for the analysis of other related innovative activities, including basic research, the adoption and diffusion of innovations, and decisions to participate in cooperative R&D ventures.
The authors seek to understand which of three different strategic orientations of the firm (customer, competitive, and technological) is more appropriate, when, and why it is so in the context of developing product innovations. They propose a structural model of the impact of the strategic orientation of the firm on the performance of a new product. The results provide evidence for best practices as follows: (1) A firm wishing to develop an innovation superior to the competition must have a strong technological orientation; (2) a competitive orientation in high-growth markets is useful because it enables firms to develop innovations with lower costs, which is a critical element of success; (3) firms should be consumer- and technology-oriented in markets in which demand is relatively uncertain—together, these orientations lead to products that perform better, and the firm will be able to market innovations better, thereby achieving a superior level of performance; and (4) a competitive orientation is useful to market innovations when demand is not too uncertain but should be de-emphasized in highly uncertain markets.
The literature reflects remarkably little effort to develop a framework for understanding the implementation of the marketing concept. The authors synthesize extant knowledge on the subject and provide a foundation for future research by clarifying the construct's domain, developing research propositions, and constructing an integrating framework that includes antecedents and consequences of a market orientation. They draw on the occasional writings on the subject over the last 35 years in the marketing literature, work in related disciplines, and 62 field interviews with managers in diverse functions and organizations. Managerial implications of this research are discussed.
Effective organizations are configurations of management practices that facilitate the development of the knowledge that becomes the basis for competitive advantage. A market orientation, complemented by an entrepreneurial drive, provides the cultural foundation for organizational learning. However, as important as market orientation and entrepreneurship are, they must be complemented by an appropriate climate to produce a “learning organization.” The authors describe the processes through which organizations develop and use new knowledge to improve performance. They propose a set of organizational elements that comprise the learning organization and conclude with recommendations for research to contribute to the understanding of learning organizations.
In the present era, higher education is considered a booming and significantly contributing sector to the economy of many countries. Due to the intense competition prevailing in the higher education sector, higher education institutions need to become market oriented and innovate in courses, delivery methods and student support services. Consequently, they could meet increasing expectations placed on them for quality of education and support services. The main aim of this study is to investigate the influence of both market orientation and its dimensions, on innovation in higher education institutions. This study also considered the age of the faculty a moderator to these influences. The sample comprised 270 managers and course cordinators attached to faculties, schools or units in Sri Lankan higher education institutions. The surveys were administered for data collection. The study has several contributions to the literature- all the three dimensions of market orientation, significantly and positively influenced innovation in higher education institutions. The age of the faculty significantly moderated the influence of both market orientation and its dimensions (Intelligence Generation and Responsiveness), on innovation. This study also expand the focus of theory of six sigma by applying it from market orientation and customer orientation perspectives. Finally, this study has modified items measuring several constructs to suit the higher education context which can be used by future researchers. From the findings, several practical implications are given to officials in higher education institutions for innovating in courses, delivery methods and support services. The article concludes with many useful directions for future researchers.
An increasing number of new venture firms are internationalizing their business operations early in their life cycles. Previous explanations of this trend have focused on the importance of technological knowledge, skills, and resources for new ventures' international expansion. However, little is known about how these firms use the technological learning gained through internationalization. This study examined the effects of international expansion, as measured by international diversity and mode of market entry, on a firm's technological learning and the effects of this learning on the firm's financial performance.
This article explores how the concept of entrepreneurial orientation (EO) has been portrayed and assessed in prior research. The challenges and decision criteria associated with formative versus reflective measurement approaches are reviewed. It is argued that, as a latent construct, EO exists apart from its measures and that researchers are free to choose whichever measurement approach best serves their research purposes, recognizing that unidimensional versus multidimensional EO measurement models are consistent with fundamentally different conceptualizations of the EO construct. Recommendations are offered regarding potentially appropriate formative and reflective measures of EO.
The paper addresses the issue of interrelationships between market orientation, corporate entrepreneurship, and learning orientation in the context of emerging economies. These three constructs have drawn an increasing level of interest in both marketing and management fields as organizations face challenges in a volatile environment. With a national sample of state-owned enterprises in China, the present study simultaneously tests potential relations between these structural constructs and their relationships with the organizational outcome that is reflected with marketing program dynamism. The findings of this study indicate that: (1) sampled state-owned enterprises demonstrate a higher level of changes in organizational outcome resulted from a stronger customer orientation, corporate entrepreneurship, or learning orientation; (2) learning orientation fully or partially mediates the impact of customer orientation and corporate entrepreneurship on outcome; (3) state-owned enterprises with foreign partnership have a higher level of customer orientation, entrepreneurship, and learning orientation; and (4) state-owned enterprises in the service sector have a higher level of customer orientation.
The social dynamics which precede international exchange are considered in light of data collected on 133 foreign market entries from a sample of highly-internationalized manufacturing firms. Consistent with research done in the social network field, the findings support the hypothesis that knowledge of foreign market opportunities is commonly acquired via existing inter-personal links rather than collected systematically via market research. This study thus contributes towards an understanding of those antecedent conditions that lead to the formation of export exchange relationships.© 2000 JIBS. Journal of International Business Studies (2000) 31, 443–469
This article reviews some of the criticisms directed towards the eclectic paradigm of international production over the past decade, and restates its main tenets. The second part of the article considers a number of possible extensions of the paradigm and concludes by asserting that it remains “a robust general framework for explaining and analysing not only the economic rationale of economic production but many organisational and impact issues in relation to MNE activity as well.”© 1988 JIBS. Journal of International Business Studies (1988) 19, 1–31
This paper examines the varied empirical findings of the relationship between firm, individual characteristics, and foreign entry expansion behavior. The results support the view that activity is neither exclusively determined by structural or managerial factors and is really the result of interaction between both types of variables. The paper proposes that foreign entry and expansion can best be understood as an adoption of innovation-type behavior.© 1981 JIBS. Journal of International Business Studies (1981) 12, 101–112
The internationalization of the firm. Four swedish cases
- Vernon
International investment and international trade in the product cycle
- Johanson
On the internationalization process of the firm
- Cavusgil
Clarifying the Entrepreneurial Orientation Construct and Linking It to Performance
- Lupkin