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A comparative study of international recruitment – tensions and opportunities in institutional recruitment practice

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  • Melissa James-MacEachern

Abstract

The purpose of this research is to explore international student recruitment at higher education institutions (HEIs) by examining the development and implementation of international recruitment activities. There is little research regarding the internal operations of HEIs, how HEIs conduct international recruitment efforts, and the challenges that international recruiters encounter. This study finds that although national policy frameworks vary by country, the practice of international recruitment remains remarkably similar amongst the case study institutions. It further suggests that regardless of rankings, HEIs are facing commodification within the international student recruitment market. Furthermore, it suggests that institutions may improve their recruitment activity by addressing role clarity, improving coordination, differentiating their offerings, and ensuring flexibility to respond to market forces.

Suggested Citation

  • Melissa James-MacEachern, 2018. "A comparative study of international recruitment – tensions and opportunities in institutional recruitment practice," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 28(2), pages 247-265, July.
    • Handle: RePEc:taf:jmkthe:v:28:y:2018:i:2:p:247-265
    DOI: 10.1080/08841241.2018.1471014
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