Capacity building for transnationalisation of higher education

S.M. Riad Shams (1) , Rajibul Hasan (2)

1 Newcastle University Business School
2 ESC [Rennes] - ESC Rennes School of Business

Transnationalism and transnational concept are extensively researched in many social science areas; however, transnational management and transnational marketing is relatively a less explored research domain. Also, knowledge management for transnational education (TNE) marketing is not well-researched. Capacity building is an established research-stream, with a key focus on socio-economic and ecological development; however, prior research on capacity building from the context of TNE’s knowledge management and marketing is scarce. The purpose of this study is to analyse TNE marketing mix, to understand the influence of transnational stakeholders’ causal scope(s) on knowledge management in TNE to uphold their transnatioalisation processes through capacity building in TNEs’ marketing management.

Mots clés: Learning organisation; Standardisation and adaptation; Transnationalisation; Marketing mix; Value co-creation; Market orientation; Education marketing; Competitive advantage; Knowledge management; Capacity building; Transnational education

Domaines: Gestion et management

S.M. Riad Shams, Rajibul Hasan. Capacity building for transnationalisation of higher education. European Business Review, 2020, 32 (3), pp.459-484. ⟨10.1108/EBR-05-2019-0097⟩. ⟨hal-03004496⟩