The Effect of Business Technology Strategy on Inward Export Performance in the Malaysian Higher Education Industry

Panteha Khodakarami, Zukarnain Zakaria, Rossilah Jamil, Tan Seng Teck, Hayder Dhahir Mohammed and Mehran Najmaei
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Panteha Khodakarami: Azman Hashim International Business School, Universiti Teknologi Malaysia, Kuala Lumpur 54100, Malaysia
Zukarnain Zakaria: Department of Community Medicine, International Medical University, Kuala Lumpur 57000, Malaysia
Rossilah Jamil: Azman Hashim International Business School, Universiti Teknologi Malaysia, Kuala Lumpur 54100, Malaysia
Tan Seng Teck: Faculty of Business and Communication, INTI International University, Nilai 71800, Malaysia
Hayder Dhahir Mohammed: Department of Finance and Banking, College of Administration and Economics, Al-Farahidi University, Baghdad 10011, Iraq
Mehran Najmaei: International Business and Trade Management, CBS International Business School, Hardefuststraße 1, 50677 Köln, Germany

Sustainability, 2022, vol. 14, issue 15, 1-15

Abstract: Services export plays a significant role in the world economy and benefits businesses and countries. In the service sector, higher education service has become vital for countries’ economic sustainability. The flux of international students has created global business opportunities and trade networks. However, past studies have largely focused on exports within the manufacturing industry rather than service exports, particularly on the inward export service industry. Therefore, the present study was conducted to investigate the relationship between business technology strategy, cultural sensitivity, and export performance in the higher education service industry. Data were collected from directors of international offices of 137 Malaysian higher education institutions. PLS-SEM was used for data analysis using the SmartPLS 3.2.8 software. The findings reveal that business technology strategy is positively related to cultural sensitivity and inward export performance. Furthermore, the study found that business technology strategy mediates the relationship between cultural sensitivity and inward export performance. The findings can help researchers in understanding factors that influence the inward export performance of higher education institutions. Since business technology strategy plays a mediating role in the inward export performance of higher education, this study recommends that Malaysian higher education institutions (HEIs) are equipped with the latest education-related technologies in order to increase their internationalization performance.

Keywords: inward export performance; export performance; business technology strategy; cultural sensitivity; higher education; service industry (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
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