The evolution of export market orientation in higher education: A Canadian case study

There is little research into higher education institutions and their export market orientation and practice. The purpose of this study is to evaluate the "export orientation" of a higher education institution by examining the implementation and coordination of their export marketing strategy. Findings suggest that higher education institutions evolve and adopt export marketing over time. In this instance, this institution is in the early stages of adoption. This evaluation determined that leadership has instilled a commitment to the strategic direction of the institution. However, effective implementation of the strategy is lacking in the key areas of communication and information sharing; marketing capabilities and coordinating efforts. Without addressing these key functions, further adoption of export market orientation may be hindered. These findings can support recruitment policy and strategy and may assist in enhancing institutional performance.