Main Article Content
Internationalisation, Emerging Markets, Vocational Education And Training (VET), Market Orientation, Innovation Management, Multi-Stakeholder Approach, Market Entry Modes, Service Management, Value Creation, Value Co-Creation
Export of VET services has become the rapidly growing business field within the service sector. Austria and Germany traditionally run the vocational education and training (VET) by the so-called Dual Apprenticeship System, the public-private co-management of employers and public vocational schools. Both countries promote VET internationalisation, and VET service providers seek for respective management strategies. This paper contributes to the question How do VET providers successfully internationalise?
As finding the paper presents the market-oriented and integrative management model for VET internationalisation into emerging markets. The explorative study applied the market-oriented innovation management research method that was chosen to highlight the paradigm shift in VET internationalisation towards market-orientation. Moreover, the method strongly involves the users view what is is in compliance with latest value creation and value co-creation theories in service management.