FOREIGN MARKET ENTRY MODE OF NOT-FOR-PROFIT UNIVERSITIES: A QUALITATIVE STUDY

机译：外国市场进入非营利大学的进入模式：一个定性研究

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In an era of globalization, many business firms have entered foreign markets to expand their market size and generate additional sales revenues. One of the most important decisions facing firms is the choice of an appropriate entry mode in international markets. While some not-for-profit universities have focused their international operations on the recruitment of students to study at their home campuses, others have expanded their international operations to include offshore delivery of their educational programs. This study anchors itself to Dunning's (1988) eclectic ownership-location-internal- ization (OLI) paradigm. This research was designed using a multiple case study approach based on in-depth interviews with 12 universities across six countries (i.e., U.S., U.K., Canada, Australia, New Zealand, and Ireland). The data was analyzed by coding the transcribed interviews using an inductive approach, allowing patterns and themes, to emerge with the final output for these 12 universities interviewed. The findings suggest that entry decisions in the case of universities do not always conform to previous entry mode research grounded in the international marketing/business literature. References are available upon request.

机译：在全球化的时代，许多商业公司已进入国外市场，以扩大其市场规模并产生额外的销售收入。坚定的最重要决策之一是在国际市场中选择适当的入门模式。虽然一些非营利性的大学将他们的国际业务集中在招聘学生在家庭校园学习，但其他人已经扩大了他们的国际业务，以包括离岸交付其教育计划。本研究锚定自身到敦宁（1988年）折衷主义的所有权 - 地图（OLI）范式。这项研究采用多种案例研究方法设计，基于六个国家的12所大学的深入访谈（即，美国，U.K.，加拿大，澳大利亚，新西兰和爱尔兰）。通过使用归纳方法编写转录的访谈，允许模式和主题进行分析数据，以出现在接受这一12所大学的最终产出。调查结果表明，在大学的情况下，在大学的情况下并不总是符合在国际营销/商业文献中基于之前的进入模式研究。参考可根据要求提供。

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《AMA Winter Marketing Educators Conference》|2013年||共1页
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Vik Naidoo; Terry Wu;
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FOREIGN MARKET ENTRY MODE OF NOT-FOR-PROFIT UNIVERSITIES: A QUALITATIVE STUDY

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