Commitment of key internal stakeholders during internationalization: challenges of an emerging market culture

Journal of Marketing for Higher Education. 2023. Vol. 33. No. 2. P. 245–263.

Natalia V. Volkova, Maria S. Plakhotnik

This study examined challenges of employing university culture as a mechanism to increase commitment to the internationalization strategy among university internal stakeholders. Data were collected from a sample of 235 students, faculty, and staff from a top-ranked university in Russia. The study showed a misalignment between internal marketing and university internationalization strategy. The results suggest internal stakeholders do not accept the new business-like market culture driven by competition and measured by global indicators, which impacts their commitment to the university and hinders internationalization. The study found that internationalization leads to the dominance of this market culture in the university. To mitigate negative effects of organizational changes, university marketing should seek to increase stakeholder identification with the university. The study concludes with implications for university leaders about how to adjust internal stakeholder marketing to improve relationships with these stakeholders and gain their support.

Keywords: Russia, Internal marketing, University culture, stakeholders in higher education, Competing values framework