Johanna Julia Vauterin, Lassi Linnanen and Esa Marttila
This paper seeks to redress the lack of academic attention being given to the relationship between academia and industry in the competitive environment of international higher…
Abstract
Purpose
This paper seeks to redress the lack of academic attention being given to the relationship between academia and industry in the competitive environment of international higher education‐related service delivery and use. It adopts a relational marketing approach to value creation in service interactions and explore the expectations and perceptions of employers and university academics and practitioners. The research focuses on a comprehensive mapping of gaps in the international higher education service at large, and specifically in the context of degree programme development, recruiting international students and associated service interactions with industry. It highlights some of the issues pertaining to service quality, customer orientation and sustainability in international higher education and associated service delivery.
Design/methodology/approach
This paper is an exploratory case study set in the context of Finnish higher education. It relies on qualitative research methods and applies the GAP model for the analysis of the empirical data.
Findings
Five gaps and a surplus gap are identified in the delivery of high‐quality customer service in the context of university‐industry interactions in international higher education. To close the gaps between academia and industry, the relationship marketing approach is proposed.
Originality/value
The paper contributes to the research stream on university‐industry relationships. The results should help to enhance understanding of customer service delivery in the linkage between academia and industry. The novelty of the paper lies in the integration of the language and logic associated with customer‐oriented service delivery into the operational context of higher education service interaction between academia and industry.
Details
Keywords
Johanna Julia Vauterin, Lassi Linnanen and Esa Marttila
This paper takes the stance that the continuous growth of international student degree mobility creates new opportunities for academia and business to collaborate to mutual…
Abstract
Purpose
This paper takes the stance that the continuous growth of international student degree mobility creates new opportunities for academia and business to collaborate to mutual advantage. To recognize, identify and exploit these opportunities, it is critically important to understand what boundaries stand between university‐industry partnering initiatives in international higher education (HE) and what interaction processes span these boundaries. The purpose of this paper is to develop a model of the boundary‐spanning functions and processes underpinning value marketing for strategic university‐industry partnering.
Design/methodology/approach
The paper employs interpretive phenomenological research methods. It takes an investigative case‐based approach, studying over time the boundaries, boundary roles and processes involved in university‐industry collaborative interaction in the context of Finnish international HE.
Findings
The findings suggest that conceptualization of the university‐industry boundary‐spanning processes in international HE needs to be extended to incorporate elements concerning the power, impact and management of the boundary roles. A better understanding and adequate managing of the boundary roles may help to decrease the perceived market demand uncertainty surrounding international HE. The findings also suggest that in‐depth research is needed for the development of a holistic understanding of how partnering for international HE is experienced.
Originality/value
This paper represents a first attempt to conceptualize university‐industry boundary‐spanning processes, both in a general manner and from a viewpoint of value creation in working partnerships between academia and business within the context of international HE.