Global Product Branding and International Education  

Oleh:

Cambridge, James

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Journal of Research in International Education vol. 1 no. 2 (Dec. 2002), page 227-243.
Topik: global branding; globalization; international education; international school; product branding
Fulltext: 227.pdf (535.92KB)

Isi artikel

International education has been compared with other globally marketed goods and services such as soft drinks and hamburgers: a reliable product conforming to consistent quality standards throughout the world. This article explores the issues of international education, globalization and product branding, and examines the extent to which it may be claimed that international schools constitute a network of independent franchised distributors of globally branded international education products and services. The concept of branding and the implications of global branding are also discussed.

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