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Lookup NU author(s): Dr Yousra Asaad
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License (CC BY-NC-ND).
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.
Author(s): Asaad Y, Melewar TC, Cohen G
Publication type: Article
Publication status: Published
Journal: Journal of Marketing for Higher Education
Year: 2015
Volume: 25
Issue: 1
Pages: 127-154
Online publication date: 22/04/2015
Acceptance date: 12/01/2015
Date deposited: 11/01/2017
ISSN (print): 0884-1241
ISSN (electronic): 1540-7144
Publisher: Taylor and Francis
URL: http://dx.doi.org/10.1080/08841241.2015.1031315
DOI: 10.1080/08841241.2015.1031315
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