Opportunities of competitiveness of a latecomer university

Abstract

Higher education institutions have been experiencing the pressure of a dynamic and strongly competitive environment for the last decade. Great challenges arise in particular for the universities that have entered education market later than matured rivals. Considering the lack of research on organisation behaviour applied to higher education institutions (HEIs) in a situation when an institution is establishing its profile in international higher education area. This paper analyses existing theory on latecomer firms, in order to find parallel solutions in international business which could be relevant and applicable in higher education context. The aim of this paper is to discuss a concept of a latecomer university and describe the ways of latecomers to compete in International market of education, nevertheless, the situation when HEI is establishing its profile internationally is not explored in research.