Impacts of Internationalization Strategies on Brand Positioning in Chinese Private Higher Educational Institutions: Assessing the Stakeholders’ Perspective

The study is aimed at assessing the perception of stakeholders regarding the impact of internationalization on the brand positioning of private higher educational institutions in China. Since the last decade, internationalization has emerged as an effective strategy for brands to make a strong identity in the international market. The constant increase in the number of Chinese students in Western universities also indicates the need for internationalization in the Chinese educational system, so that internal and external stakeholders of institutions, such as teachers, alumni, and students, their parents are satisfied with the quality of education provided. In order to achieve its aim, the study follows a systematic literature review method as a part of the secondary qualitative research method. 12 past studies related to the current research area are reviewed. After eliminating articles published before 2021, having ethical issues, and comprising irrelevant information, these 12 articles are finalized. The findings derived from them suggest that the perception of stakeholders depends on the way the institution executes the internationalization process and understands their importance in that. Certain challenges of internationalization like the lack of proper planning and sociocultural barriers are also mentioned by past researchers. Despite achieving its aim successfully, certain limitations are evident in this study, which include reaching a conclusion based on the findings of studies that focused on different fields. Due to this, future researchers are recommended the use of a comparative analysis research method and if possible, base their studies on different contexts.