Export market orientation in universities: Bridging the gap between export marketing and higher education

Recent developments in export marketing literature have resulted in the conceptualisation of the export market orientation construct in the traditional manufacturing setting. However, there is little research investigating the applicability of export market orientation in the higher education context, despite the importance of the export market in shaping the direction of higher education marketing. Building on the extant literature as regards export marketing, services marketing and higher education management, the authors propose a conceptual view of export market orientation components from a higher education management perspective. This paper aims to shed light on the implementation of export marketing in universities (i.e., export market orientation, EMO) in the context of the recruitment of international students, and thereby add to the limited research knowledge regarding the international marketing of higher education. The implications for researchers and managers are considered. The paper concludes by offering suggestions for empirical research into this important topic.