Purpose: The purpose of this paper is to explore the interrelationship of branding practices and legitimacy-building of commercial degree program franchising within transnational higher education (TNHE). It aims to understand how commercial franchisees' branding practices employ discursive and symbolic strategies for building legitimacy, and how…

Purpose: The purpose of this paper is to explore the process of internationalization of higher education (HE) in the United Arab Emirates by examining the development of its HE system, and analyzing the components and results of internationalization. Design/methodology/approach: The study adopts a qualitative research methodology to analyze…

Purpose: There is little research into small higher education institutions and international students' choice in selecting these institutions. The purpose of this paper is to understand the factors that influence international student choices in selecting a small institution. In particular, this study compares the differences between Chinese…

Purpose: In the higher education sector, the evaluation of learning and teaching projects is assuming a role as a quality and accountability indicator. The purpose of this paper is to investigate how learning and teaching project evaluation is approached and critiques alignment between evaluation theory and practice. Design/Methodology/Approach:…

Purpose: During the last 20 years or so the changing environment in which universities operate has meant that commensurately more emphasis has been placed on marketing principles. In light of this emphasis, it is perhaps a little surprising that relatively little attention has been directed towards the processes by which universities develop their…

Purpose: The purpose of this paper is to establish the extent to which Porter's five competitive forces (PFCF) framework, among other factors drive the choice of response strategies adopted by public universities in Kenya. Design/Methodology/Approach: The study design was descriptive and utilized a cross-sectional survey of all the public…

Purpose: This paper stems from a study which was conducted as a means to first, find out whether there is a gap between the secondary and tertiary education levels, second identify any existing gap in Science and Technology education, and third, examine the impact of the above upon students' creativity and innovativeness at university level. The…

Purpose: The purpose of this research is to identify and critically evaluate key issues faced by an institution in the quest to implement higher education internationalization. Design/methodology/approach: A qualitative research is conducted in a post-1992 UK university. A total of 20 interviewees from three key departments participated in this…

Purpose: The purpose of this paper is to investigate the difference in the process of higher education (HE) internationalization across faculties in a post-1992 university and to identify faculty-specific factors through evaluating the four faculties in the case study. Design/methodology/approach: A qualitative research is conducted in a post-1992…

Purpose: The purpose of this paper is to report findings from a larger study into the role of middle leaders of change in New Zealand higher education. Design/methodology/approach: In total, ten middle leaders from the New Zealand higher education sector took part in a recent research project which examined successful change leadership in higher…

Purpose: The main purpose of this study is threefold: to analyze the current conditions of higher education services offered in the three target markets; to conduct market segmentation analysis of these markets; and to recommend the most appropriate market entry strategies for Hong Kong's education service providers. Design/methodology/approach:…

Purpose: This paper seeks to analyse how excellence and diversity are addressed in student recruitment strategies, and how these strategies are developed in eight Norwegian higher education institutions. Design/methodology/approach: The study utilises a theoretical perspective that asserts that strategy is developed through practice. The authors…

Purpose: This study aims to examine the potential effects of the gender similarity between the presenter and evaluator on the presentation evaluation scores obtained with an evaluation form. Design/methodology/approach: The data were collected from marketing students at two universities in the USA. A rubric and separate survey instrument were used…

Purpose: The purpose of this research is to set out to investigate the role of the Pro-Vice-Chancellor, Rector, or Principal of a university, and the competencies (attitudes, knowledge and behaviour) that are needed for effective leadership in higher education. Design/methodology/approach: Semi-structured interviews were held with…

Purpose: This article analyses how higher education institutions (HEIs) have responded to government policy to increase the participation rates of students from lower social classes through their admissions policies. Design/methodology/approach: The article uses documentary evidence and interviews with institutional policy makers to examine HEI…