Sustainability Issues in Transnational Education Service: A Conceptual Framework and Empirical Insights

Shams, Riad (2016) Sustainability Issues in Transnational Education Service: A Conceptual Framework and Empirical Insights. Journal of Global Marketing, 29 (3). pp. 139-155. ISSN 0891-1762

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Many transnational education (TNE) services have been operating successfully to export education. However, many other TNE programs and partnerships have also been terminated. TNEs' sustainability is under-researched; specifically, its sustainability from the contexts of strategic partnership considerations, all recognized TNE activities, and its sustainability indicators. This conceptual article analyzes literature on TNE partnership issues, the standardization-adaptation (StandAdapt) concept of international business strategy and sustainability issues, with an aim to establish an initial route to develop TNE services that would sustain business viability, centered on transnational market-specific conditions. The analysis suggests that there is a consistent interrelationship between different sustainability indicators and market orientation, which has implications for incorporating sustainability issues into TNE services and transnational strategies. An initial framework is proposed to develop TNE services in order to sustain TNE businesses. Some empirical insights are developed in support of this conceptual framework. Further research areas are discussed.

Item Type: Article
Uncontrolled Keywords: Adaptation, business sustainability, market orientation, partnership strategy, standardization, transnational business, transnational education
Subjects: N500 Marketing
Department: Faculties > Business and Law > Newcastle Business School
Depositing User: Elena Carlaw
Date Deposited: 12 Aug 2019 09:27
Last Modified: 31 Jul 2021 22:05

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