Late entry into a market is an institution strategy that has been little researched in the context of higher education. The purpose of this research was to identify and analyse the different positioning and differentiation strategies adopted by late entry institutions to gain a competitive advantage. The sample consisted of seven campuses…

Most studies on branding in higher education focus on external branding or image-building towards external stakeholders such as students. Internal branding is an underexplored topic, even though it should be considered as important as external branding. Internal branding is about achieving the necessary internal support for the external brand.…

In higher education research, theoretical approaches stressing isomorphism dominate the discourse on how higher education institutions 'behave' in their higher education and research systems. We argue that research should address both instances of similarity and differences. Using theoretical notions from institutionalism and the…

The spread of the neo-liberal ideology internationally has encouraged increased marketisation of higher education systems right around the world. With marketisation promoting competition, efficiency and revenue generation, many countries have begun to recruit more foreign students. Higher education has moved towards becoming a profitable commodity…

The purpose of this research is to discover the extent to which prospective higher education students still in secondary education might identify with international branch campuses and the extent to which organisational identification and its individual components might influence students' behavioural intentions towards these institutions. The…

Previous research has found that the country and institution choices of international students are greatly influenced by recommendations they receive from others who have experience of undertaking higher education overseas. For Western universities, it is of utmost importance to satisfy their international students, who can then encourage the next…

The majority of international branch campuses are located in competitive higher education hubs, such as Singapore and the United Arab Emirates. Many find themselves having to recruit students regionally, and some, even globally, which results in them competing head-to-head with the home campuses of well-respected Western universities. The purpose…