In this paper the colonial history of university education in Hong Kong, and recent changes in the governance of university education driven by global management discourses are discussed. With the systemic penetration of global economic rationalism, Hong Kong university education has gone through structural changes that include funding-linked evaluative policies and practices. Market imperatives and institutionally defined notions of research performance based mainly on English-language, overseas journal publications are exerting strong influence on the cultural practices and life styles of academics and stand to significantly change academic and intellectual culture in higher education in Hong Kong. The long-term consequences of these local interpretations and adaptations of global processes will be discussed in terms of their potential impact on academic freedom, the shaping of intellectual space, the intensification of competitive institutional research output, and the risk of privileging certain forms of knowledge production that puts aside local societal needs, indigenous knowledge and epistemologies. The views of experienced Hong Kong academics in the humanities and social sciences, as expressed in in-depth individual interviews, are also discussed. These are then interpreted with reference to Habermas' notion of different kinds of knowledge-constitutive interests (Habermas 1971) and Foucault's notion of the technology of discipline power to uncover the state's implicit transformation and shaping of the social and epistemological bases of academic and intellectual pursuits and the increasing trend of individualization of intellectual communities into isolated, individualistic, competitive knowledge workers (Foucault 1977).
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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]