Abstract
This empirical research explores how the customer cultural awareness influences the management behavior of the higher education institution and the implementation of the internationalization strategy. Using the data form questionnaire filled by the Indonesian higher education management processed with PLS model estimation, it is found that the customer cultural awareness influence the implementation of the internationalization strategy indirectly through the management behavior. The results shows that the customer cultural awareness significantly influence (OSE:.54 and R2:.27) the management behavior and the management behavior significantly influence (OSE:.50 and R2:.28) the internationalization strategy implementation. This research result was a new phenomenon, since the previous research results shows a direct influence of the customer cultural awareness to the internationalization strategy implementation. The internationalization strategy implementation in the context of customer cultural awareness was depending on the management behavior as a key variable. This research result has its implication that the internationalization process of Indonesian higher education institution in the context of customer cultural awareness should be directed from the management behavior.Keywords : customer cultural awareness, higher education management, resource-basedapproach.
Highlights
This empirical research explores how the customer cultural awareness influences the management behavior of the higher education institution and the implementation of the internationalization strategy
The results shows that the customer cultural awareness significantly influence (OSE:.54 and R2:.27) the management behavior and the management behavior significantly influence (OSE:.50 and R2:.28) the internationalization strategy implementation
Yang, R. (2002), “University Internationalisation: Its Meanings, Rationales and Implications,” Intercultural Education, Vol 13, No 1. 82-95
Summary
Konsep intercultural competence at the firm level yang dikemukakan oleh Langhoff (1994, dalam Grunert et al, 1996) menyebutkan bahwa perspektif pemahaman budaya merupakan aspek pemerkaya dalam proses spanning (spanning) dan menjadi dasar untuk pembangunan keunggulan bersaing. Penelitian tersebut ditegaskan secara teoritik oleh Yang (2002) yang menyatakan bahwa internasionalisasi pendidikan tinggi dapat diartikan sebagai awareness dan interaksi lintas budaya yang menghasilkan pemahaman terhadap adanya perbedaan budaya dalam masyarakat global. Perspektif pemahaman budaya tersebut juga dikemukakan pada beberapa literature review (Howe dan Martin, 1998; Duderstadt, 1999; Lomas, 1999; Gleason et al, 2000; Sherry, 2000; Croxford, 2001; McGee dan Festervand, 2002; Orpen, 2003; Gill dan Lashine, 2003) sebagai variabel yang mempengaruhi strategi pemasaran internasional jasa pendidikan tinggi. Yang (2002) menyatakan bahwa internasionalisasi pendidikan tinggi dapat diartikan sebagai awareness dan interaksi lintas budaya yang menghasilkan pemahaman terhadap adanya perbedaan budaya dalam masyarakat global. Penelitian ini secara empirik bertujuan untuk menguji pengaruh pemahaman budaya konsumen pengguna jasa pada jasa pendidikan tinggi di Indonesia terhadap perilaku manajemen dari para pengelola institusi pendidikan tinggi di Indonesia dan terhadap strategi internasionalisasi yang diimplementasikan, serta melakukan pengujian secara simultan dari model pengembangan pemahaman budaya konsumen pengguna jasa dalam implementasi strategi internasionalisasi pada jasa pendidikan tinggi di Indonesia
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