1. Capacity building for transnationalisation of higher education
- Author
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Shams, S.M. Riad, Hasan, Rajibul, Newcastle University Business School, and Rennes School of Business
- Subjects
Standardisation and adaptation ,Education marketing ,Transnationalisation ,Marketing mix ,Value co-creation ,Learning organisation ,Knowledge management ,Competitive advantage ,Capacity building ,[SHS.GESTION]Humanities and Social Sciences/Business administration ,Transnational education ,Market orientation - Abstract
International audience; Transnationalism and transnational concept are extensively researched in many social science areas; however, transnational management and transnational marketing is relatively a less explored research domain. Also, knowledge management for transnational education (TNE) marketing is not well-researched. Capacity building is an established research-stream, with a key focus on socio-economic and ecologicaldevelopment; however, prior research on capacity building from the context of TNE’s knowledge management and marketing is scarce. The purpose of this study is to analyse TNE marketing mix, to understand the influence of transnational stakeholders’ causal scope(s) on knowledge management in TNE to uphold their transnatioalisation processes through capacity building in TNEs’ marketing management.
- Published
- 2020