Cross‐cultural marketing strategies for delivering knowledge‐based services in a borderless world: the case of management education

Rajshekhar G. Javalgi · W. Benoy Joseph · Richard J. LaRosa

23 citations0/0 files storedJournal of Services Marketing

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Management and Marketing Education International Business and FDI International Student and Expatriate Challenges

Abstract

Purpose Knowledge‐based services range from accounting, engineering, and management consulting to educational services. This paper seeks to explore the nature of management education services and to discuss how business schools can employ cross‐cultural product‐market strategies to enter and serve foreign markets with programs that match the needs of the targeted markets. Design/methodology/approach A framework is presented for delivering management education services across borders. Hofstede's cultural dimensions are integrated in recognizing the cultural characteristics of a target country and differing learning styles of students in making market entry decisions and the pedagogical styles that might apply to specific target markets. Findings In seeking new globally diverse markets, providers of knowledge‐intensive services such as management education must craft marketing strategies that recognize consumer demand and consumption characteristics as well as service design and delivery options that fit market needs. Research limitations/implications Global expansion of management education services and the strategic and tactical considerations that are introduced in the framework can provide a fertile field for empirical research. Practical implications The paper develops cross‐cultural “product‐market” strategies that business schools can consider in serving international markets, with product defined as the curriculum, instructional style, and all of the ancillary services that constitute the educational service experience. Generalizability of the findings to other knowledge‐based services is also discussed. Originality/value The conceptual framework recognizes a dominant theme in international business, suggesting that internationalization potential depends on service industry characteristics and on specific host country internationalization drivers.

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References

1991Firm Resources and Sustained Competitive Advantage 2004Firm resources and sustained competitive advantage 1985A Conceptual Model of Service Quality and Its Implications for Future Research 1993Strategic assets and organizational rent 1995Building Strong Brands 1988The Confucius connection: From cultural roots to economic growth 1983National Cultures in Four Dimensions: A Research-Based Theory of Cultural Differences among Nations 1993Service Firms' International Entry-Mode Choice: A Modified Transaction-Cost Analysis Approach

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2015Key Elements in Building Relationships in the Higher Education Services Context 2011A Service Perspective on the Marketization of Undergraduate Education 2014Firm Resources and Host-Country Factors Impacting Internationalization of Knowledge-Intensive Service Firms 2014El papel de la confianza, la imagen y los valores compartidos en la creación de valor y lealtad: aplicación a la relación egresado-universidad 2015The Role of Marketing Strategies in Modern Business and Society

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