An Identification of the Marketing Implications of the Various Forms of Market Entry for Foreign Universities Seeking to Enter the Hong Kong Higher Education Market

Mike Willis

Journal of Marketing for Higher Education, 2001, vol. 11, issue 3, 39-64

Abstract: Hong Kong has one of the busiest higher education sectors in Asia with eight universities and a network of institutes, colleges and associations. It is also a hub of international educational activity with many foreign universities and other educational bodies participating in various forms of strategic alliances with a range of Hong Kong based education based providers. The aim of this paper is to analyse and evaluate the range of alliance options (universities, institutes, associations, colleges and so on) available to foreign universities in Hong Kong, compare these briefly to the rest of China, and discuss how these various options can be accessed by foreign universities wishing to enter the Hong Kong market via the strategic alliance mode of entry. The paper notes that each type of alliance option has particular features which may be of relevance to particular foreign universities, depending on their entry aims and objectives. The paper also notes that because these entry options are somewhat different from the rest of China, previous research relating to that country cannot easily be applied to Hong Kong, thereby suggesting that country based entry models need to be developed to assist foreign universities to enter differing markets. These various entry models can later be developed into a model which may be able to identify entry issues of commonality between countries, and differences which may be expected.

Date: 2001
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DOI: 10.1300/J050v11n03_03

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