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.