The difficult act of balancing financial and academic performance: Product adaptation strategies at university branch campuses

  • Ali Bhayani University of Wollongong Dubai
Keywords: higher education, internationalization, product adaptation, branch campuses, academic standards


Adapting a product to suit local requirements is a well-known international marketing strategy. Branch campuses generally adapt programs to suit local requirements. However, the academic fraternity has resisted adaptation on concerns about the dilution of academic standards. This study uses data from five branch campuses to examine the link between adaptation and financial and academic performance. The results indicate that adaption leads to increased financial performance but does not maintain academic standards. The study recommends strategies to maintain a balance between an ethnocentric approach, which calls for similar academic standards, and a geocentric approach, which requires adaptation.


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How to Cite
Bhayani, A. (2019). The difficult act of balancing financial and academic performance: Product adaptation strategies at university branch campuses. Journal of Research in Emerging Markets, 1(4), 33-43.