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- Publisher
- Emerald Publishing
- Copyright
- Copyright © 2000 MCB UP Ltd. All rights reserved.
- ISSN
- 0885-8624
- DOI
- 10.1108/08858620010335128
- Publisher site
- See Article on Publisher Site
Abstract
Existing business marketing theory often overstates the importance of competitive positioning when undertaking market entry strategy, although most theory acknowledge the need to develop strategies based on an analysis of the market structure. Indeed, as business marketers offering distance learning, universities are quick to embrace competitive positioning based on an analysis of the market structure. The same level of enthusiasm, however, has not been shown on network positioning based on an analysis of the network structure. Understanding and applying network positioning could confer a different but equally important perspective impacting on the market entry strategies of a university. This article attempts to fill these gaps and demonstrate its application in the context of Australian universities planning to enter the Malaysian distance learning education market, with local colleges acting as intermediaries.
Journal
Journal of Business and Industrial Marketing – Emerald Publishing
Published: Jul 1, 2000
Keywords: Marketing theory; Distance learning; Market entry; Malaysia; Business‐to‐business marketing