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Management training for international students is an increasingly large, but competitive and volatile, global market. Training providers need to ensure that they are market‐oriented and avoid an ethnocentric approach. Programme delivery needs to take account of the national context in which students are, or will be, working. Potential action points are identified that may help improve the quality of management training in particular. Developing a positive reputation is part of the marketing process. In‐house training of lecturing staff in the special needs of international students may be necessary.

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