This paper explores role of core values in the brand building processes of higher education institutions (HEIs). The research findings from looking at two universities in Hong Kong show that there are few, if at all, common core value across universities both hierarchically (organizationally and departmentally) and functionally (student offices and academic departments). Interestingly, however, all of the units in the study have their own set of core values directing their branding strategies. These core value-directed branding strategies are linked to the university missions. Consequently, it is possible to suggest a university mission-oriented brand building processes with core value-directed branding strategies. It is argued that universities who hope to balance public good as an educational institute and pragmatic aspect, i.e. competing for funding may get some hints from the results of this study by applying some values or core values in the pragmatic university missions and visions.
[Copyright © 1989-2015 by the CESHK.]

With the rapid economic growth and development of the Asian economies in recent decades, there has been a continued rise of students in Asian countries studying outside their home country. The importance of the Asian market has been acknowledged by countries keen on exporting educational services. Hong Kong is aspiring to be an education hub. If this is to be achieved, strategic analysis in relation to how the territory can export its education service to the Asian region is much needed. This study attempts to highlight the major strengths, weaknesses, opportunities, and threats of Hong Kong’s higher education in relation to its potential of being a regional education hub in Asia. It follows the study visits which the researchers conducted in such Asian countries as India, Malaysia, and Indonesia, which are important sources of international students in the region. To ensure that the latest trend of development can be accurately reflected, further literature review and documentary studies subsequent to the visits were conducted. The paper concludes by examining the implications for the Hong Kong government and the higher education sector when they seek to capture these increasingly growing Asian markets.
[Copyright © 2016 Springer Science+Business Media Singapore.]

This chapter aims to review and analyze the functions, modes, requirements, and related issues of developing a regional education hub in the Asia-Pacific region. Taking Hong Kong as an emerging case, it examines the relationship between education hub development and higher education development as well as the strategic functions of an education hub to the future development of Hong Kong. The development of an education hub was found closely linked to the demands for higher education in the Asia-Pacific region as well as the internal dynamic of higher education and societal developments in Hong Kong. The mode of education hub development in Hong Kong should put more emphasis on world-class soft power building instead of marketization for generating financial incomes. The requirements for successful education hub development include the huge demands for provision and internationalization of higher education in the region, the strengths of the higher education sector, the policies and measures for attracting and supporting international students and education service providers, and the leadership and support of key government bureaus or central agencies. The discussion and analysis in this chapter will contribute to the related literature, policy development, and initiative implementation in areas of education hub and higher education internationalization not only in Hong Kong but also in other parts of the world.
[Copyright © 2016 Springer Science+Business Media Singapore.]

The main purpose of the present study was to explore effective strategies and policies for exporting Hong Kong’s higher education to Asian markets. It examined and compared the current strategies and policies that are currently employed by Australia, the United Kingdom, and Singapore. The data for this project was obtained primarily from documents and in-depth interviews. Documents included the latest government reports, policy addresses, and official statistics. The in-depth interviews were conducted in Hong Kong as well as in the four studied cities—Mumbai, New Delhi, Jakarta, and Kuala Lumpur. Interviewees included government officials, academics, higher education institutions’ representatives, consulate generals, and officials from policy bodies. It is clear from the findings of this present study that a set of favorable policies and strategies at the national level was behind the success of these competitors. Such policies are not confined to educational policies but extend to population and employment policies.
[Copyright © 2016 Springer Science+Business Media Singapore.]

Given the strong worldwide trend of internationalisation of higher education, what implications can be drawn from the ongoing progress for research development, policy improvement and practical innovation in higher education? Based on international literature, this chapter will review and discuss the complicated nature of higher education internationalisation and propose a conceptualization matrix to capture its major characteristics. A typology of higher education development will also be proposed to illustrate how internationalisation is related to the future directions and scenarios of higher education development in Hong Kong and beyond. It is hoped that both the development typology and conceptualization matrix can help policy makers, educators, researchers, social leaders and change agents to understand the related issues of internationalisation of higher education in a wider context. Taking Hong Kong as a case in the fast-developing Asia-Pacific region, this chapter will also introduce the key features of the book composed of three parts with ten chapters which provide comprehensive studies with quantitative and qualitative empirical evidence and diverse perspectives to analyse and review the key issues and challenges in different aspects of the internationalisation of higher education. It aims to draw implications and recommendations for future developments in both Hong Kong and international communities.
[Copyright © 2016 Springer Science+Business Media Singapore.]

This article reports the results of a case study involving two ethnic Chinese students, one from Malaysia and one from Indonesia, who chose to pursue higher education in Hong Kong. By placing the students at the centre of an investigation of the social, political, economic and educational contexts of their home countries and host territory, the study sought to gain a holistic understanding of cross-border mobility. The findings suggested that the students’ personal backgrounds and dispositions mediated the external push-pull factors involved in their decisions. The data showed that the two students’ cross-border mobility allowed them to redefine their ethnic identities and create global academic and professional identities. The implications of the purposes of cross-border mobility and methods for examining student mobility are discussed.
[Copyright © 2016 Springer Science+Business Media Singapore.]

The spread of quality assurance (QA) regimes in higher education has been an explosive phenomenon over the last 25 years. By one estimate, for example, half of all the countries in the world have adopted QA systems or QA regulatory agencies to oversee their higher education sector. Typically, this phenomenon is explained as a process of policy diffusion, the advent of marketization, the spread of neoliberalism, massification and, concomitantly, the emergence of a 'global market' for higher education, prompting governments to respond by validating standards, quality, and introducing certification and compliance regimes. In this paper I question the utility of these explanatory frameworks, specifically looking at the case of Hong Kong in order to explore the role coercive institutional isomorphism plays in policy adoption and the implications of this for regulatory performativity.
[Copyright © Elsevier BV].

This paper aims to critically reflect on internationalization of higher education in Hong Kong in the light of Beck's thesis of cosmopolitization. While it argues that the existing internationalization process is largely founded on a national perspective, it proposes a cosmopolitan alternative for future development. Alternative here refers to a transnational perspective on global development of higher education. The paper begins with a literature review which exemplifies how cosmopolitanism can be used to examine and rectify the internationalization process in higher education. This is followed by a historical review of internationalization of higher education in Hong Kong. It then turns to examine the main policy initiatives related to internationalization and the corresponding tensions caused. The following section leads us to rethink the mission of internationalization. To conclude, the paper argues that cosmopolitan solution, by giving a cosmopolitan vision, is a way of bringing the educational perspective back to education.
[Copyright © National Academy for Educational Research].

Purpose – This paper aims to review and analyze the functions, strategies and related issues of developing a regional education hub in the trends of education development in China as well as the Asian Pacific region. Design/methodology/approach – Taking Hong Kong as an emerging case, it examines through literature and international comparison the relationship between education hub development and higher education development as well as the strategic functions of an education hub to the future development of Hong Kong. Findings – The development of an education hub was found closely linked to the demand for higher education in the Asian Pacific region as well as the internal dynamic of higher education and society in Hong Kong. The mode of education hub development in Hong Kong should be driven by soft-power building instead of industrialization. The requirements for successful implementation include the huge demands for higher education in the region, the strengths of the higher education sector, the supporting policies and measures for international students and education service providers, and the leadership and support of central agencies. Originality/value – This paper provides a new typology of higher education developments and a new mode of education hub development to analyze the strategic functions and requirements of developing education hub in the context of Asia-Pacific Region. The discussion and analysis in this paper will contribute to the related literature, policy development and initiative implementation in the areas of education hub and higher education not only in Hong Kong but also other parts of the world.
[Copyright © 2011 Emerald Group Publishing Limited.]