Abstract
Investigates the nature of HE/business links by examining the marketplace for student placements. Explains that the rapidly changing education environment means the forming of lasting relationships requires a new approach from HE managers. Claims that there is now a need for HE to market its services to companies. Applies concepts from the fields of marketing and organisational buying behaviour to the investment in placement services by UK organisations. Reports the results of qualitative interviews and a large scale quantitative survey into the patterns of behaviour shown by client companies in the use of these “professional” services. Draws some conclusions which will be addressed in the second part of the article (in a forthcoming edition of this journal) where recommendations for the management of HE/business relationships will be made.
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