The positioning and competitive strategies of higher education institutions in the United Arab Emirates

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dc.contributor.authorWilkins, Stephen
dc.date.accessioned2023-05-09T11:45:26Z
dc.date.available2023-05-09T11:45:26Z
dc.date.issued2020
dc.description.abstractPurpose – The purpose of this study is to discover how higher education institutions may segment the market in a competitive higher education hub and to assess the usefulness of strategic group analysis as an analytical technique for market and competitor analysis. As a case example of a competitive higher education market, this research investigates how higher education institutions in the United Arab Emirates (UAE) position themselves and compete with one another. Design/methodology/approach – The research relied mainly on secondary data, which were obtained from the websites of institutions and regulatory bodies. Then, hierarchical cluster analysis was used to identify strategic groups and institutional competitive strategies in the UAE higher education market. A panel of experts helped interpret and explain the cluster results. Findings – Eight distinct institutional clusters were identified, which include public and privately owned institutions, as well as elite and specialist institutions. Institution and programme accreditation were found to be particularly important in the UAE market. The institutions in each group appear to operate in a particular market segment, targeting students that have similar needs and wants, and who often share similar demographic features. Practical implications – It is concluded that strategic group analysis may help institutions to evaluate potential markets, select target segments and develop competitive strategies. In the UAE market context, the results demonstrate how institutions may position themselves to create strong and distinctive identities. The results of the research may be of interest to higher education institutions that operate in competitive markets, and particularly those that want to evaluate foreign markets. Originality/value – This is believed to be the first study to use a strategic group approach for analysing competitors in a higher education hub.en_US
dc.identifier.citationWilkins, S. (2020), The positioning and competitive strategies of higher education institutions in the United Arab Emirates. International Journal of Educational Management, 34(1), 139-153.en_US
dc.identifier.issn0951-354X
dc.identifier.urihttps://bspace.buid.ac.ae/handle/1234/2254
dc.language.isoenen_US
dc.publisherEmerald
dc.relation.ispartofInternational Journal of Educational Management
dc.relation.urihttps://doi.org/10.1108/IJEM-05-2019-0168
dc.subjecthigher education huben_US
dc.subjectuniversity strategyen_US
dc.subjecthigher education marketingen_US
dc.subjectstrategic group analysisen_US
dc.subjectmarket positioningen_US
dc.subjectUnites Arab Emirates (UAE)en_US
dc.titleThe positioning and competitive strategies of higher education institutions in the United Arab Emiratesen_US
dc.typeArticleen_US
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