This paper explores whether any of the traditional aspects of Chinese culture discussed in the marketing and cross-cultural literature still apply to today's generation of Chinese students in the seemingly westernized location of Hong Kong. It finds that most of the traditional cultural beliefs are still endorsed although Hong Kong students also felt that they were quite independent, individual and creative-within the framework of respecting traditional values. The paper then discusses (on the basis of presenting the same set of students with the findings of this part of the research) how foreign universities might adapt their courses and programs to meet the cultural needs of Hong Kong students. It was found that universities need to adopt a delicate balance between respecting traditional Chinese values and concepts, and encompassing more westernized beliefs and attitudes which enable the students to learn in an environment which enables them to express their creativity and individualism, within a fundamentally quite conservative cultural environment. The value of the research is that it will help foreign universities position their programs and courses for this quite complex and subtle market.
[Copyright of Journal of Marketing for Higher Education is the property of Routledge. Full article may be available at the publisher's website: http://dx.doi.org/10.1300/J050v13n01_09]

This article provides a brief overview of the Hong Kong system of higher education and the roles of the government, the Education Commission, the University Grants Committee, and the Hong Kong Council for Academic Accreditation in relation to the planning, development, funding, and quality assurance of higher education in the Hong Kong Special Administrative Region (HKSAR). It then describes the extent to which transnational education (i.e., non-local education delivered in Hong Kong) plays a role in meeting the demand for higher and continuing education in Hong Kong and recent measures taken by the HKSAR government aimed at assuring the quality of such offshore provision. It concludes with some comments as to how transnational education may be expected to contribute towards meeting the demand for higher and continuing education in Hong Kong in the future.
[Copyright of Higher Education in Europe is the property of Routledge. Full article may be available at the publisher's website:
http://dx.doi.org/10.1080/0379772990240208]