Conceptualizing international positioning strategies for Indian higher education institutions

Purpose The manuscript reflects on the future of higher education from an emerging country perspective. The authors specifically answer how new education policies, ranking and accreditation are impacting the current state of Indian higher education institutions (IHEIs) and how IHEIs can cultivate their path towards positioning themselves internationally. This study aims to bring together existing scenarios and to serve as a springboard for future research and applications. Design/methodology/approach The manuscript is designed and executed as a conceptual study exploring the current state and prospects for IHEIs. The study synthesizes the concepts of positioning strategies in context to IHEIs. A conceptual diagram integrating existing concepts from marketing, total quality management and business education is created to understand the phenomenon among the IHEIs stakeholders. Findings The authors found that IHEIs started showing their international presence yet they are facing various challenges (government bureaucracy; international salary standards; global student population; and cultural sensitivity). The authors also found that the positioning problem is not a one-time attempt; the complexity of higher education is a “wicked problem” and, hence needs to be evaluated, changed and executed continuously. The manuscript offers relevant information to IHEIs leaders and stakeholders to improve on their international positioning strategies and proposes avenues for future research. Originality/value The study outlines future development and positioning strategic plans that IHEIs may consider and reflect in their strategic plan. The conceptual diagram on achieving successful international positioning and problem areas is expected to act as a guidebook for the key decision-makers. The focus is on distinguishing the imperatives, creating a key guide for meeting immediate requirements, allotting assets prudently to update their international presence. The study will provide IHEIs with a new lease of life in the future.