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Lookup NU author(s): Dr Yousra Asaad
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Recent developments in export marketing literature have resulted in the conceptualisation of the export market orientation construct in the traditional manufacturing setting. However, there is little research investigating the applicability of export market orientation in the higher education context, despite the importance of the export market in shaping the direction of higher education marketing. Building on the extant literature as regards export marketing, services marketing and higher education management, the authors propose a conceptual view of export market orientation components from a higher education management perspective. This paper aims to shed light on the implementation of export marketing in universities (i.e., export market orientation, EMO) in the context of the recruitment of international students, and thereby add to the limited research knowledge regarding the international marketing of higher education. The implications for researchers and managers are considered. The paper concludes by offering suggestions for empirical research into this important topic.
Author(s): Asaad A, Melewar TC, Cohen G
Publication type: Article
Publication status: Published
Journal: The Marketing Review
Year: 2014
Volume: 14
Issue: 2
Pages: 145-162
Print publication date: 01/06/2014
Acceptance date: 01/01/2014
Date deposited: 11/01/2017
ISSN (print): 1469-347X
ISSN (electronic): 1472-1384
Publisher: Westburn
URL: https://doi.org.dx/10.1362/146934714X14024778816878
DOI: 10.1362/146934714X14024778816878
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