Purpose – The purpose of this paper is to critically examine higher education (HE) internationalisation in terms of international recruitment and academic collaboration, with a focus on market entry strategies and programme delivery methods, and to define an education‐specific dynamic framework.Design/methodology/approach – A single university was chosen as the case study and 20 interviewees participated in this qualitative research. Content analysis, critical discourse analysis and categorisation of meaning are adopted as data analysis strategies.Findings – The dynamic framework is constructed based on the analysis of both commercial internationalisation and HE internationalisation. It presents the relationship between these two areas, and creates an education‐specific pattern of HE internationalisation, including modes of entry, programme delivery methods and potential areas of further development.Research limitations/implications – The dynamic framework contributes to rich understanding of internationa...