Internationalization for APCME: A Study on Indian Market and Entry Modes for APCME in Higher Education
Pathaniahia, Rajat (2009) Internationalization for APCME: A Study on Indian Market and Entry Modes for APCME in Higher Education. [Dissertation (University of Nottingham only)] (Unpublished)
Education has been considered to be a national affair so far, but with globalization, it is fast becoming a worldwide service industry. All over Asia, universities are adapting new technologies and are becoming more innovative. With the emergence of knowledge based and technology driven economies, the demand for highly skilled and technologically competent workforce is increasing rapidly. This report focuses on a client, Asia Pacific Centre of Management Education (APCME), an organization is currently working in Singapore and few other Asian countries like Sri Lanka and Indonesia and is looking to expand their business in the Indian market. The company has asked for research on Indian market and the ways in which it can enter the market.APCME works closely with universities and industry experts to design programs based on the unique needs of its clients. Its core area of business is executive education, business education and business faculty development. The proposed internationalization plan for APCME is based on primary research which included interviews of the education industry professionals and current students. A literary review of the various models for internationalization was done to choose a model which can be used to build an internationalization plan for APCME. From the discussions with the company management, it emerged that we need to have a two-phased internationalization plan for the company that would take into account the resource availability and their current size of the operations in the Indian market. It is expected that the Phase-1 of the internationalization plan would be implemented by the year 2010 and the recommended Phase-2 would be due for action around 2014-2015 time period.Phase-1 way for APCME is to work as an „exporter‟ of the programs by using a network of „agents‟ or „salespeople‟. These agents can work as the distributors of APCME programs and help the company get a foothold in the Indian market. Given the lack of resources, all other market entry modes, like licensing, joint venture or WOS will not be relevant at this stage. In the second phase of its internationalization plan, APCME should work on getting a Wholly Owned Subsidiary (WOS) that can also work as a Liaison Office (LO) for the company. The task of the WOS will be to seek new business and communicate market trends and dynamics to APCME in Singapore.Thus, this model will be the most effective progressive step for APCME, as compared to licensing or a joint venture, as it will offer most control over the sales and operations for APCME.
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