Degrees of co-creation: an exploratory study of perceptions of international students' role in community engagement experiences

David Fleischman, Maria Raciti and Meredith Lawley

Journal of Marketing for Higher Education, 2015, vol. 25, issue 1, 85-103

Abstract: Increased competition for the international student market has motivated universities to modernize their marketing strategies. Community engagement is an important component of students' international university experience and represents a potential point of competitive advantage. Developing marketing strategies around university-student-community engagement (U-S-CE) requires an understanding of the perspectives of international students, the university and the community. We anchored our study in value co-creation which is a principle of the service dominant logic framework found in the marketing literature. With limited research in the area, a qualitative approach was appropriate. Interviews were undertaken with key university members ( n = 4) and community members ( n = 5) concurrently with focus groups of international students ( n = 22) at a single university. Based on the degree of co-creation by international students in U-S-CE, three groups emerged: consumers , collaborators and co-designers . This study offers theoretical and practical insight, providing a platform for further research into U-S-CE.

Date: 2015
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (4)

Downloads: (external link)
http://hdl.handle.net/10.1080/08841241.2014.986254 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:taf:jmkthe:v:25:y:2015:i:1:p:85-103

Ordering information: This journal article can be ordered from
http://www.tandfonline.com/pricing/journal/WMHE20

DOI: 10.1080/08841241.2014.986254

Access Statistics for this article

Journal of Marketing for Higher Education is currently edited by Dr Jane Hemsley-Brown, Anthony Lowrie and Dr. Thomas Hayes

More articles in Journal of Marketing for Higher Education from Taylor & Francis Journals
Bibliographic data for series maintained by Chris Longhurst ().