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The evolution of export market orientation in higher education: A Canadian case study

Research output: Contribution to conference - Without ISBN/ISSN Conference paperpeer-review

Published

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The evolution of export market orientation in higher education : A Canadian case study. / James-Maceachern, Melissa.

2016. Paper presented at HEC 2016, Amsterdam, Netherlands.

Research output: Contribution to conference - Without ISBN/ISSN Conference paperpeer-review

Harvard

James-Maceachern, M 2016, 'The evolution of export market orientation in higher education: A Canadian case study', Paper presented at HEC 2016, Amsterdam, Netherlands, 14/07/16 - 17/07/16.

APA

James-Maceachern, M. (2016). The evolution of export market orientation in higher education: A Canadian case study. Paper presented at HEC 2016, Amsterdam, Netherlands.

Vancouver

James-Maceachern M. The evolution of export market orientation in higher education: A Canadian case study. 2016. Paper presented at HEC 2016, Amsterdam, Netherlands.

Author

James-Maceachern, Melissa. / The evolution of export market orientation in higher education : A Canadian case study. Paper presented at HEC 2016, Amsterdam, Netherlands.

Bibtex

@conference{b7d6abd2f2d246558d891409f4e19657,
title = "The evolution of export market orientation in higher education: A Canadian case study",
abstract = "There is little research into higher education institutions and their export market orientation and practice. The purpose of this study is to evaluate the “export orientation” of a higher education institution by examining the implementation and coordination of their export marketing strategy. Findings suggest that higher education institutions evolve and adopt export marketing over time. In this instance, this institution is in the early stages of adoption. This evaluation determined that leadership has instilled a commitment to the strategic direction of the institution. However, effective implementation of the strategy is lacking in the key areas of communication and information sharing; marketing capabilities and coordinating efforts. Without addressing these key functions, further adoption of export market orientation may be hindered. These findings can support recruitment policy and strategy and may assist in enhancing institutional performance",
author = "Melissa James-Maceachern",
year = "2016",
month = jul,
day = "12",
language = "English",
note = "HEC 2016 : The Scholarship of Learning, Teaching and Organizing ; Conference date: 14-07-2016 Through 17-07-2016",

}

RIS

TY - CONF

T1 - The evolution of export market orientation in higher education

T2 - HEC 2016

AU - James-Maceachern, Melissa

PY - 2016/7/12

Y1 - 2016/7/12

N2 - There is little research into higher education institutions and their export market orientation and practice. The purpose of this study is to evaluate the “export orientation” of a higher education institution by examining the implementation and coordination of their export marketing strategy. Findings suggest that higher education institutions evolve and adopt export marketing over time. In this instance, this institution is in the early stages of adoption. This evaluation determined that leadership has instilled a commitment to the strategic direction of the institution. However, effective implementation of the strategy is lacking in the key areas of communication and information sharing; marketing capabilities and coordinating efforts. Without addressing these key functions, further adoption of export market orientation may be hindered. These findings can support recruitment policy and strategy and may assist in enhancing institutional performance

AB - There is little research into higher education institutions and their export market orientation and practice. The purpose of this study is to evaluate the “export orientation” of a higher education institution by examining the implementation and coordination of their export marketing strategy. Findings suggest that higher education institutions evolve and adopt export marketing over time. In this instance, this institution is in the early stages of adoption. This evaluation determined that leadership has instilled a commitment to the strategic direction of the institution. However, effective implementation of the strategy is lacking in the key areas of communication and information sharing; marketing capabilities and coordinating efforts. Without addressing these key functions, further adoption of export market orientation may be hindered. These findings can support recruitment policy and strategy and may assist in enhancing institutional performance

M3 - Conference paper

Y2 - 14 July 2016 through 17 July 2016

ER -