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The Globalization and Marketization of Higher Education: Some Insights from the Standpoint of Institutional Theory

Hemsley-Brown, Jane and Oplatka, I (2010) The Globalization and Marketization of Higher Education: Some Insights from the Standpoint of Institutional Theory In: Globalization and Internationalization in Higher Education. Continuum Intl Pub Group. ISBN 1441132775

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Aims: The chapter aims to challenge the basic premise underlying the processes of globalization and internationalization of HE (Higher Education) systems, and especially the consecutive marketization process, from the standpoint of the institutional theory of organization originating in sociology (Hall, 2001). Using institutional theory of organization as a theoretical framework for examining the theoretical essentials of these major processes currently in evidence in many HE systems may explain the barriers to diversity, responsiveness, and improvement – all of which are assumed to be driven by the introduction of marketization policies in HE systems. Evidence: review, theoretical The aim of the book the chapter - contributes to providing a theoretical basis for understanding the concepts of globalisation and internationalisation in the context of HE. Summary of key ideas of the chapter: The process of globalization and internationalization of HE in many developed countries is accompanied by a process of marketization because universities have to compete for students and resources by adopting market-like ideologies and diversity policies (Edwards, 2004). Basically, marketization includes the adoption of customer-oriented attitudes, uncertainty and ambiguity, emphasises the importance of external relations, systems of quality assurance, inter-organizational competition, and marketing-led management. In this chapter, we critically reflect upon the marketization process of HE institutions, by using four basic concepts underlying the institutional theory of organization: conformity to institutional rules, isomorphism, decoupling, and normatively-based decision-making. Briefly, we develop several arguments by asking, (1) to what extent are HEIs changes fundamental and a natural consequence of the need to respond to globalization and internationalization fundamental, rather than just image development? (2) Can HEIs be genuinely responsive to international students’ special needs/wants? (3) Can we expect high levels of diversity within universities following the recruitment of large numbers of international students? (4) To what extent are international students able to make choices based on clear and visible information about the university? The proposed chapter aims to challenge conventional wisdom in the emergent area of HE marketization and to come up with thought provoking theoretical ideas about the limitations of internationalization in HE systems. References Edwards, K. (2004). The university in Europe and the US. In R. King (ed.), The university in the global age. Houndmills: Palgrave Macmillan, pp. 27-44.

Item Type: Book Section
Divisions : Faculty of Arts and Social Sciences > Surrey Business School
Authors :
Oplatka, I
Editors :
Maringe, F
Foskett, N
Date : 4 November 2010
Uncontrolled Keywords : Education, Marketing
Additional Information : We are currently awaiting permission from the publisher to post this paper on SRI Open Access
Depositing User : Symplectic Elements
Date Deposited : 02 Aug 2013 13:37
Last Modified : 16 Jan 2019 16:44

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