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ERIC Number: EJ839040
Record Type: Journal
Publication Date: 2006-Oct
Pages: 24
Abstractor: As Provided
Reference Count: 124
ISSN: ISSN-0884-1241
Marketing a U.S. University to International Students: Which Approach Is Best--Standardization, Adaptation, or Contingency? An Investigation of Consumer Needs in Seven Countries
Shah, Abhay; Laino, Heidi
Journal of Marketing for Higher Education, v16 n1 p1-24 Oct 2006
The paper reports the findings of a study that investigates whether students from different countries have different expectations when seeking a degree from a university in the U.S. The broad hypothesis of this study is that there will be differences in expectations among students from different countries. The managerial implication is that due to these differences, prospective students should be approached differently, especially through different communication messages. To explore the above proposition, this study uses data from prospective students from seven countries: Germany, Thailand, Hong Kong, Singapore, Indonesia, Malaysia, and Taiwan. (Contains 2 tables and 2 figures.)
Routledge. Available from: Taylor & Francis, Ltd. 325 Chestnut Street Suite 800, Philadelphia, PA 19106. Tel: 800-354-1420; Fax: 215-625-2940; Web site:
Publication Type: Information Analyses; Journal Articles; Reports - Research
Education Level: Higher Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: Germany; Hong Kong; Indonesia; Malaysia; Singapore; Taiwan; Thailand