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    From ivory towers to international business: are universities export ready in their recruitment of international students?

    Access Status
    Fulltext not available
    Authors
    Naidoo, Vik
    Date
    2010
    Type
    Journal Article
    
    Metadata
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    Citation
    Naidoo, V. 2010. From ivory towers to international business: are universities export ready in their recruitment of international students?. Journal of Studies in International Education. 14 (1): pp. 5-28.
    Source Title
    Journal of Studies in International Education
    DOI
    10.1177/1028315308327953
    ISSN
    1028-3153
    URI
    http://hdl.handle.net/20.500.11937/45298
    Collection
    • Curtin Research Publications
    Abstract

    The main hypothesis examined in this study is that the success of export recruitment strategies of universities is partly determined by their export readiness, defined as a function of market orientation. This article seeks to fulfil both a research and a practitioner gap in the export of education field. There currently exists a lack of research and discussion concerning the business aspects of export education. Suspicion of the commercial aspects of what is essentially a public good is suggested as a possible reason for this absence of research. With the commercialisation of education growing at the phenomenal rate that it currently is, it is largely time that this research gap be addressed. This study provides an important contribution by examining the export readiness of universities, in particular pre-export market orientation, and its impact on subsequent export recruitment performance.

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