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Developing Economy Universities Competing in a Global Market: Evidence from Thailand

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Abstract

This chapter investigates international marketing of higher education from the perspective of developing countries with a special reference to Thailand . It is argued that academic institutions in developing countries may face many challenges in competing for international students in comparison with universities from developed countries. This exploratory study is based on results from a survey of international students in Thailand. Most international students perceive an education from Western-developed countries as more prestigious and valuable than that of a developing country. However, universities from developing countries can leverage their national strengths to find a niche market.

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  1. Naresuan University, Bangkok, Thailand

    Scott Hipsher & Joe Bulmer

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  1. Scott Hipsher
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  1. University of Ontario Institute of Technology, Oshawa, Canada

    Terry Wu

  2. University of Sydney, Sydney, New South Wales, Australia

    Vik Naidoo

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Hipsher, S., Bulmer, J. (2016). Developing Economy Universities Competing in a Global Market: Evidence from Thailand. In: Wu, T., Naidoo, V. (eds) International Marketing of Higher Education. Palgrave Macmillan, New York. https://doi.org/10.1057/978-1-137-54291-5_7

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  • DOI: https://doi.org/10.1057/978-1-137-54291-5_7

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