Using the Value Discipline Strategy Typology to Describe Services Marketing Strategies

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Ross, Mitchell
Heaney, Joo-Gim
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Dr Maree Thyne, Dr Kenneth R. Deans, Associate Professor Juergen Gnoth

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2007
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Dunedin, New Zealand

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Abstract

A qualitative study is undertaken where the Value Discipline Strategy typology (Treacy and Wiersema, 1995) is used to describe international student recruitment (ISR) marketing strategies used by educational institutions. Interview respondents could easily identify with the typology and this suggests applicability for use in the services industry. No clear differences in types of strategy used are found between different education sectors although there is some evidence to indicate that the length of institutional recruitment experience may be a factor in determining strategic orientation. Findings presented are from a sample of secondary schools and universities in Australia and New Zealand.

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2007 Australian and New Zealand Marketing Academy Conference - Reputation, Responsibilty and Relevance - Conference Proceedings

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© The Author(s) 2007. The attached file is posted here with permission of the copyright owners for your personal use only. No further distribution permitted. For information about this conference please refer to the publisher's website or contact the authors.

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