Commitment of key internal stakeholders during internationalization: challenges of an emerging market culture

Natalia V. Volkova and Maria S. Plakhotnik

Journal of Marketing for Higher Education, 2023, vol. 33, issue 2, 245-263

Abstract: This study examined challenges of employing university culture as a mechanism to increase commitment to the internationalization strategy among university internal stakeholders. Data were collected from a sample of 235 students, faculty, and staff from a top-ranked university in Russia. The study showed a misalignment between internal marketing and university internationalization strategy. The results suggest internal stakeholders do not accept the new business-like market culture driven by competition and measured by global indicators, which impacts their commitment to the university and hinders internationalization. The study found that internationalization leads to the dominance of this market culture in the university. To mitigate negative effects of organizational changes, university marketing should seek to increase stakeholder identification with the university. The study concludes with implications for university leaders about how to adjust internal stakeholder marketing to improve relationships with these stakeholders and gain their support.

Date: 2023
References: Add references at CitEc
Citations:

Downloads: (external link)
http://hdl.handle.net/10.1080/08841241.2021.1933672 (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:33:y:2023:i:2:p:245-263

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

DOI: 10.1080/08841241.2021.1933672

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 ().