Online citations, reference lists, and bibliographies.
← Back to Search

Marketing Strategy Implementation In Higher Education: A Mixed Approach For Model Development And Testing

V. Naidoo, Terry Wu
Published 2011 · Business

Cite This
Download PDF
Analyze on Scholarcy
Share
Abstract This study seeks to extend our knowledge of marketing strategy implementation in the context of international student recruitment. Strategy implementation remains an area of limited focus in the marketisation of higher education literature. Employing a mixed-design methodology on universities in the UK, US, Australia, and New Zealand, a conceptual model is presented and tested on 570 mid-level international marketing managers. Four overall constructs are found to be significant strategy implementation factors: implementation related outcome variables, dimensions of commitment, strategy, and role factors. In light of these findings, several implications are advanced for university management. The study also makes important theoretical contributions: it contributes to a growing body of literature on marketing of higher education; it adds a more nuanced theoretical foundation of marketing strategy implementation by focusing on academic institutions rather than business firms; and it enriches the theory of marketing strategy implementation by taking a cross-national analytical approach.
This paper references
10.2307/1251974
Implementing Marketing Strategies: Developing and Testing a Managerial Theory
Charles H. Noble (1999)
Implementation approaches for project planning
P. C. Nutt (1983)
Theoretical Sensitivity: Advances in the Methodology of Grounded Theory
B. Glaser (1978)
10.1057/9780230278073_4
Implementing the Strategy
P. Tsakonas (2010)
10.2307/256650
Organizational Commitment and Turnover: A Met A-Analysis.
Aaron I. Cohen (1993)
10.1177/002224299305700104
Control Combinations in Marketing: Conceptual Framework and Empirical Evidence
Bernard J. Jaworski (1993)
Jargonizing: using the ground theory vocabulary
B. G. Glaser (2009)
10.1007/S11628-008-0041-7
Higher educational services exports: sources of growth of Asian students in US and UK
D. Chadee (2009)
10.1108/09513550610669176
Universities in a competitive global marketplace
J. Hemsley-Brown (2006)
10.1016/J.JBUSRES.2007.01.019
Brand harmonization in the international higher education market
J. Hemsley-Brown (2007)
Strategy Implementation: The Impact of Demographic Characteristics on the Level of Support Received by Middle Managers
H. Qi (2005)
10.1177/109442819800100104
A General Approach for Representing Constructs in Organizational Research
R. Bagozzi (1998)
Career versus organisational commitment: Antecedents and consequences of retail salespeoples' commitment
W R Darden (1989)
10.2307/3121684
Handbook of Qualitative Research
N. Denzin (1994)
10.1177/002224298705100302
Marketing's Role in the Implementation of Business Strategies: A Critical Review and Conceptual Framework
O. C. Walker (1987)
10.1108/09513540710822193
Institutional and Managerial Factors Affecting International Student Recruitment Management
Mitchell Ross (2007)
10.1108/03090560410511131
The impact of marketing/HR interactions on marketing strategy implementation
Jacqueline Chimhanzi (2004)
Higher education institution image
J. Ivy (2001)
Qualitative research and evaluation methods
M. Patton (1980)
10.5465/AME.1992.4274459
Managing strategic consensus: the foundation of effective implementation
S. Floyd (1992)
10.1080/00223989709603532
Social Audiences and Role Commitment
W. Reich (1997)
10.1016/S0272-7757(99)00047-3
Education at a Glance--OECD Indicators 1998 Edition;: Organisation for Economic Co-Operation and Development, Paris, 1998, 432 pages, soft cover, $49.00 (FF 295; DM 88)
E. Cohn (2000)
10.5465/AMR.1983.4284660
Implementation Approaches for Project Planning.1
P. C. Nutt (1983)
10.1177/002224298805200102
Tracing Emergent Processes in Marketing Strategy Formation
M. Hutt (1988)
10.1080/07418820300095491
Distinguishing organizational from strategy commitment: Linking officers' commitment to community policing to job behaviors and satisfaction
J. K. Ford (2003)
International marketing of British education: Research on the student's perception and the UK market penetration. Marketing Intelligence and Planning
A Binsardi (2003)
10.1108/08876049810235379
Role theory, role management and service performance
A. Broderick (1998)
The push-pull factors influencing international student selection of education
T. Mazzarol (2002)
10.1016/S0148-2963(97)00228-2
Interaction of Strategy Implementation and Power Perceptions in Franchise Systems: An Empirical Investigation
H. Parsa (1999)
10.1177/002224298304700203
Marketing Strategy: New Directions for Theory and Research
Y. Wind (1983)
10.5465/AME.1989.427740
Strategy Implementation as Substance and Selling
D. C. Hambrick (1989)
10.1016/J.INDMARMAN.2008.05.007
Misused and missed use — Grounded Theory and Objective Hermeneutics as methods for research in industrial marketing
S. Wagner (2010)
10.1108/EB039200
VISION AND STRATEGY: A FOCUS FOR THE FUTURE
Elinor Morris (1987)
10.1108/02634500310490265
International marketing of British education: research on the students’ perception and the UK market penetration
F. Ekwulugo (2003)
10.1177/014920638401000105
The Nature and Use of Formal Control Systems for Management Control and Strategy Implementation
R. Daft (1984)
Patterns in strategy formulation
H. Mintzberg (1978)
The Real Value of Strategic Planning
S. Kaplan (2003)
Some evidence of the character of competition among higher education institutions
R. F. Allen (1999)
10.1057/PALGRAVE.JT.5740087
‘Extending’ participation in higher education — Implications for marketing
M. Farr (2003)
10.1108/09534810810847020
Want to, need to, ought to: employee commitment to organizational change
J. T. Parish (2008)
10.2307/328955
Basics of Qualitative Research: Grounded Theory Procedures and Techniques
D. R. Long (1990)
10.1057/PALGRAVE.JIBS.8490187
Diagnosing Measurement Equivalence in Cross-National Research
Michael R. Mullen (1995)
Introduction: marketisation and privatisation in education
J. Kwong (2000)
10.1177/109821409902000122
Book Review: Qualitative Data Analysis: An Expanded Sourcebook (2nd Ed.)
M. Engle (1999)
10.1108/02651330710760982
Multiple roles for branding in international marketing
H. Wong (2007)
10.1509/jmkg.66.4.86.18511
Service Orientation of a Retailer's Business Strategy: Dimensions, Antecedents, and Performance Outcomes
C. Homburg (2002)
10.1016/S0022-4359(96)90004-4
The Impact of Staffing Policies on Retail Buyer Job Attitudes and Behaviors
S. Ganesan (1996)
10.1362/026725799784772684
The Buy-in Benchmark: How Staff Understanding and Commitment Impact Brand and Business Performance
K. Thomson (1999)
The Global Market for Higher Education: Sustainable Competitive Strategies for the New Millennium
T. Mazzarol (2002)
10.1177/002224298404800406
The Marketing Strategy Center: Diagnosing the Industrial Marketer's Interdisciplinary Role
M. Hutt (1984)
10.1080/1352816031000074991
Flexibility-driven index for measuring mass customization feasibility on industrialized products
F. Fogliatto (2003)
Quantitative research and evaluation methods
M. Q. Patton (2002)
Strategy implementation: a technique for organizational design
R. Drazin (1984)
10.1016/s0272-4944(05)80231-2
Qualitative data analysis : an expanded sourcebook
Matthew B. Miles (1994)
10.2307/1402480
Multivariate data analysis
J. Hair (1972)
10.1177/014920638601200105
Thinking About Implementation
L. Sproull (1986)
10.1002/SMJ.4250100308
RESEARCH NOTES AND COMMUNICATIONS STRATEGIC PROCESS EFFECTS ON CONSENSUS
B. Wooldridge (1989)
Universities in a competitive global marketplace : A systematic review of the literature on higher education marketing
Dr Jane Hemsley-Brown (2006)
Multivariate data analysis (6th ed.). Upper Saddle River, NJ
J. F. Hair (2005)
Making strategy work. Long Range Planning
W D Giles (1991)
10.1086/209203
Putting Consumer Experience Back into Consumer Research: The Philosophy and Method of Existential-Phenomenology
C. Thompson (1989)
10.1108/09534810410530575
The emotional bond: vision and organizational commitment among high‐tech employees
T. Dvir (2004)
Making the strategy work
N. Haynes (1980)
Basics of Qualitative Research: Techniques and Procedures for Developing Grounded Theory
N. Hoffart (2000)
10.1108/09513540110401484
Higher education institution image: acorrespondence analysis approach
J. Ivy (2001)
10.1177/002224379303000402
Marketing's Limited Role in New Product Development in One Computer Systems Firm
J. Workman (1993)
10.1108/09513540810861865
Australian Educational Institutions International Markets: A Correspondence Analysis.
T. Mazzarol (2008)
Organisational commitment and turnover: A meta analysis
A. Cohen (1993)
Doing formal grounded theory: a proposal
B. G. Glaser (2006)
10.2307/2392589
Organizational strategy, structure, and process.
R. E. Miles (1978)
10.1016/S0148-2963(03)00109-7
THE PERFORMANCE IMPACT OF MARKETING RESOURCES
G. Hooley (2005)
10.5465/AMR.1989.4308385
Building theories from case study research
K. Eisenhardt (1989)
10.1287/MNSC.24.9.934
Patterns in Strategy Formation
Henry Mintzberg (1978)
10.1177/009207038801600107
On the evaluation of structural equation models
R. Bagozzi (1988)
10.1111/1467-6486.00059
Middle Management’s Strategic Influence and Organizational Performance
S. Floyd (1997)
Handbook of qualitative research (2nd ed.) pp. 1–28
N. K. Denzin (2000)
The future role of the marketing in the organisation
F. E. Webster (1997)
10.5465/AMJ.2006.22083020
From the Editors: What Grounded Theory is Not
R. Suddaby (2006)
10.1002/SMJ.4250050305
Strategic implementation: Five approaches to an elusive phenomenon
L. Bourgeois (1984)
10.2307/3150783
Estimating nonresponse bias in mail surveys.
J. S. Armstrong (1977)
10.2307/2392530
Managerial Response to Changing Environments: Perspectives on Problem Sensing from Social Cognition.
S. Kiesler (1982)
10.1016/S0148-2963(97)00231-2
The Eclectic Roots of Strategy Implementation Research
Charles H. Noble (1999)
10.1016/J.LRP.2008.02.009
Can Strategic Planning Make Strategy More Relevant and Build Commitment Over Time? The Case of RACC
J. Vilà (2008)
10.1007/978-3-319-13248-8_90
Sustainable competitive advantage in service industries: A conceptual model and research
Sundar G. Bharadwaj (1993)
10.1108/10610420310469797
Branding universities in Asian markets
B. Gray (2003)
10.1108/09513540210418403
¿Push-Pull¿ Factors Influencing International Student Destination Choice
T. Mazzarol (2001)
10.1016/S0148-2963(97)00229-4
Special Issue on Strategy Implementation and Assessment Research: Research on Implementation Deserves as Much Attention as Strategy Formulation
J. Chebat (1999)
10.1108/03090560710737679
In pursuit of the “ideal approach” to successful marketing strategy implementation
Eleri R. Thorpe (2007)
10.1016/S0272-7757(99)00004-7
Some new evidence of the character of competition among higher education institutions
R. F. Allen (1999)
10.1080/09652540701320985
A role theoretic view of product‐market strategy execution: an investigation of mid‐level marketing managers
Eleri R. Thorpe (2007)
10.1108/09513549910269485
The marketing strategies of universities in the United Kingdom
P. Naudé (1999)
10.5465/255955
Business Unit Strategy, Managerial Characteristics, and Business Unit Effectiveness at Strategy Implementation
A. Gupta (1984)
10.1086/209528
Assessing Measurement Invariance in Cross-National Consumer Research
Jan-Benedict E. M. Steenkamp (1998)
10.1016/J.JBUSRES.2006.12.009
Delphi study of the future of marketing of higher education
T. J. Hayes (2007)
10.1177/017084069701800402
Implementing Strategic Decisions: Four Key Success Factors
S. Miller (1997)
10.1037/0021-9010.87.3.474
Commitment to organizational change: extension of a three-component model.
Lynne Herscovitch (2002)
Cross cultural values and the positioning of international education brands
B. J. Gray (2003)
10.1016/S0738-0593(99)00060-7
Introduction: Marketization and privatization in education
J. Kwong (2000)
10.1108/09513540210415523
Students’ preferences for university: a conjoint analysis
G. Soutar (2002)
10.1177/001872678203501205
Top-Management Agreement and Organizational Performance
L. G. Hrebiniak (1982)
10.1509/jimk.9.1.40.19829
Strategic Export Pricing: A Long and Winding Road
B. Stoettinger (2001)
Key Determinants of Successful Marketing Strategy Implementation
K. Wilson (2003)
Career versus organisational commitment: Antecedents and consequences of retail salespeoples
W. R. Darden (1989)



This paper is referenced by
Inertia, Friendships or Effective Relationship Marketing? Remaining at the Same University for a Taught Master’s Degree
J. Gardener (2015)
10.1108/JBIM-07-2013-0153
Innovations in marketing of higher education: Foreign market entry mode of not-for-profit universities
V. Naidoo (2014)
10.1080/13614533.2016.1195418
Organizational Change and Renewal: Can Strategic Communication Methods Ease the Pain? A Case Study from the University of Southern Queensland
C. O'sullivan (2016)
Student motivations for studying a Masters program in a foreign universtity: implications for marketing
Kadri Kodanik (2014)
10.3390/su12051826
Applying the Open Government Principles to the University’s Strategic Planning: A Sound Practice
Cristina Moreno-Carmona (2020)
10.5901/MJSS.2014.V5N27P157
A Theoretical Framework for Four Key Selected Determinants of Municipal Financial Performance
Zwelihle Wiseman Nzuza (2014)
Education master's students' perspectives on leaving the academy
AmyBeth Glass (2017)
10.1108/jieb-05-2019-0026
Export marketing in higher education: an international comparison
Melissa James (2019)
10.3390/admsci9040082
Creating Value in the Entrepreneurial University: Marketization and Merchandising Strategies
C. Fantauzzi (2019)
10.1057/978-1-137-54291-5_1
The Role of International Marketing in Higher Education
Terry Wu (2016)
International postgraduate students and their reasons for choosing to study at public universities in Perth, Western Australia
S. Cohen (2017)
10.1108/IJPDLM-05-2012-0160
Implementing sustainability on a corporate and a functional level: Key contingencies that influence the required coordination
Lena Schneider (2014)
10.1002/BSE.2331
An integral model for the implementation of environmental policy strategy
J. Rivera (2019)
Implementing Sustainability into Supply Chain Operations
Lilyana Makarowa Jørsfeldt (2016)
10.1177/2277977919876731
Eliminating Thought Boundaries Through Fiction Movies and Books
Subhajit Bhattacharya (2019)
10.19030/IBER.V13I6.8949
Critical Internal Factors Influencing The Centralization Of Stock Procurement Processes In A South African Municipality
Zwelihle Wiseman Nzuza (2014)
10.1057/978-1-137-54291-5_2
The Relevance of Marketing Activities for Higher Education Institutions
Fernando Angulo-Ruiz (2016)
Rethinking the marketing of higher education
Rebecka Järbur (2013)
10.1016/j.emj.2020.09.005
Strategy implementation: A review and an introductory framework
Alex Tawse (2020)
Enhancing municipal e-procurement using inventory stock control: South African design approach
Zwelihle Wiseman Nzuza (2015)
10.1057/978-1-137-54291-5_10
Driving Forces of International Students When Choosing a Non-traditional Destination: Hungary
B. Lányi (2016)
10.1057/978-1-137-54291-5_4
Research or Applied Universities? An Exploratory Qualitative Study of Prospective Student’s Selection of Universities with Different Brand Identities
Rajat Roy (2016)
10.1080/08841241.2015.1031315
Export market orientation behavior of universities: the British scenario
Yousra Asaad (2015)
10.1057/978-1-137-54291-5_3
Entry modes as a component of international marketing strategy: a mixed-method analysis of higher education services
V. Naidoo (2016)
Formulating a customer-driven marketing strategy for higher education institutions
S. Gordon (2016)
Reconciling and radicalising business school stakeholder engagement: delivering on brand promise through the Thinkubator® Challenge: competitive paper
A. Hiller (2016)
Postgraduate study : the expectations of students and course leaders
Kay Smith (2016)
10.1108/IJEM-10-2016-0207
National strategy for promotion of Russian universities in the world market of education services
Natalia Mushketova (2018)
Marketing Orientations and Higher Education: Applications and Implications
R. Wright (2012)
10.1108/EJM-06-2016-0367
The impact of regulatory focus and word of mouth valence on search and experience attribute evaluation
R. Roy (2017)
10.1057/978-1-137-54291-5_8
Student Expectations and Experiences in Higher Education: A Comparison of State and Private Universities in Germany
S. Platz (2016)
10.1057/978-1-137-54291-5_5
University WebsiteWebsites Design in International Student Recruitment: Some Reflections
Emmanuel Mogaji (2016)
See more
Semantic Scholar Logo Some data provided by SemanticScholar