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ERIC Number: EJ999511
Record Type: Journal
Publication Date: 2013
Pages: 22
Abstractor: As Provided
Reference Count: 90
ISSN: ISSN-0013-1911
Come on Higher Ed...Get with the Programme! A Study of Market Orientation in International Student Recruitment
Ross, Mitchell; Grace, Debra; Shao, Wei
Educational Review, v65 n2 p219-240 2013
This paper investigates higher education (HE) student recruitment practices from the standpoint of market orientation. By adopting the well-established market orientation framework of Narver and Slater [1990, The effect of a market orientation on a business profitability. "Journal of Marketing" 54, no. 4: 20-35], we examine the extent to which individual market orientation components are reflected in the strategies adopted by international student recruitment (ISR) departments in Australian HE institutions and how these, in turn, influence ISR performance. The analysis of data collected from ISR practitioners, via online survey, suggests a number of important theoretical and practical implications and strong recommendations for further research in this area. (Contains 4 tables, 1 figure, and 1 note.)
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Publication Type: Journal Articles; Reports - Research
Education Level: Higher Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: Australia