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Export market orientation behavior of universities: the British scenario

Author

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  • Yousra Asaad
  • T.C. Melewar
  • Geraldine Cohen

Abstract

This study seeks to extend our knowledge of export market orientation (EMO) in the context of British universities with regard to recruitment of international students. Export marketing remains an area of limited focus in the marketization of higher education literature. The study predominantly follows a quantitative research design using survey methods. A sample of British universities was studied and partial least-squares analysis was performed. The findings indicate that four export higher education-specific variables are important drivers of EMO in universities. The paper also confirms EMO's direct effects on university export performance and its indirect effects mediated through university international reputation. In light of these findings, a number of implications are advanced for university management. The study also makes important theoretical contributions: it contributes to a growing body of literature on marketing of higher education; it enriches the export marketing literature by examining EMO in a service setting and it adds to the EMO-export performance relationship by examining the mediating role of international reputation. The findings are limited to British universities. Therefore, they may not be generalizable to other geographical areas. In addition, the results of this study were obtained from a small sample size and generalization of the findings to other higher education institutions should be made with caution.

Suggested Citation

  • Yousra Asaad & T.C. Melewar & Geraldine Cohen, 2015. "Export market orientation behavior of universities: the British scenario," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 25(1), pages 127-154, January.
  • Handle: RePEc:taf:jmkthe:v:25:y:2015:i:1:p:127-154
    DOI: 10.1080/08841241.2015.1031315
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    Cited by:

    1. Faiz Muhammad Khuwaja & Waheed Ali Umrani & Sanober Salman Shaikh & Ammar Ahmed & Sanaullah Shar, 2019. "University Markor: A Context-Specific Scale to Measure Market-Orientation in Universities," SAGE Open, , vol. 9(2), pages 21582440198, June.
    2. Ruiz de Sabando, Amaia Lafuente & Forcada Sainz, Francisco Javier & Zorrilla Calvo, María Pilar, 2018. "The marketing orientation as a university management philosophy: a framework to guide its application," Cuadernos de Gestión, Universidad del País Vasco - Instituto de Economía Aplicada a la Empresa (IEAE).
    3. İpek, İlayda & Bıçakcıoğlu-Peynirci, Nilay, 2020. "Export market orientation: An integrative review and directions for future research," International Business Review, Elsevier, vol. 29(4).
    4. Panteha Khodakarami & Zukarnain Zakaria & Rossilah Jamil & Tan Seng Teck & Hayder Dhahir Mohammed & Mehran Najmaei, 2022. "The Effect of Business Technology Strategy on Inward Export Performance in the Malaysian Higher Education Industry," Sustainability, MDPI, vol. 14(15), pages 1-15, July.
    5. Hussain, Shahzeb & Melewar, T.C. & Priporas, Constantinos-Vasilios & Foroudi, Pantea & Dennis, Charles, 2020. "Examining the effects of celebrity trust on advertising credibility, brand credibility and corporate credibility," Journal of Business Research, Elsevier, vol. 109(C), pages 472-488.

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