Internationalising the Student Experience - Applying Relationship Marketing to UK Business Schools in order to overcome Psychic Distance: The case of a French/UK Relationship

Business Schools, when working in the international as opposed to the domestic environment, may need to consider levels of psychic distance in the success of a relationship marketing strategy. The higher the level of psychic... [ view full abstract ]

Business Schools, when working in the international as opposed to the domestic environment, may need to consider levels of psychic distance in the success of a relationship marketing strategy. The higher the level of psychic distance, the greater the time and effort required to develop successful business relationships. At the different stages of relationship development, different variables of psychic distance assume relatively greater levels of importance which are likely to have implications for the implementation of an international education relationship marketing strategy. This working paper discusses potential research which aims to examine the key factors involved in the implementation of a Relationship Marketing (RM) strategy when Business Schools wish to offer Exchange opportunities for their students in international markets.