Taking a position in an industrial service network: the case of distance learning in Malaysia

Existing business marketing theory often overstates the importance of competitive positioning when undertaking market entry strategy, although most theory acknowledge the need to develop strategies based on an analysis of the market structure. Indeed, as business marketers offering distance learning, universities are quick to embrace competitive positioning based on an analysis of the market structure. The same level of enthusiasm, however, has not been shown on network positioning based on an analysis of the network structure. Understanding and applying network positioning could confer a different but equally important perspective impacting on the market entry strategies of a university. This article attempts to fill these gaps and demonstrate its application in the context of Australian universities planning to enter the Malaysian distance learning education market, with local colleges acting as intermediaries.