BUiD professor presents research findings at top service management conference

Sunday, July 21, 2019



Prof. Stephen Wilkins, Professor of Strategy and Marketing at BUiD, recently presented the results of a research study at the Frontiers in Service conference at the National University in Singapore. The conference which was held on 18-21 July is an annual conference organised by the American Marketing Association and INFORMS, and is generally regarded as the top conference globally on service management and marketing. It attracts both top professors and practitioners from around the world.


Using the UAE’s higher education sector as a case study, Professor Wilkins’ research analysed the late market entry strategies of organisations by looking at universities that had established branch campuses in the UAE between 2012 and 2018. The purpose of this research was to identify and analyse the different positioning and differentiation strategies adopted by late entry institutions to gain a competitive advantage.


The results of the study revealed that although the communicated identities and strategies adopted by higher education institutions are largely homogenous, institutions also implement a range of positioning and differentiation strategies. One of the strongest differentiation strategies appears not related to any part of the marketing mix but to the targeted market segment – specifically, targeting students of a specific nationality. Professor Wilkins discussed the potential advantages for organisations of implementing a global market segmentation strategy.

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