Internationalization market and higher education field: institutional perspectives

Purpose The purpose of this paper is to explore the internationalization market of higher education (HE) globally and HE field. It examines the internationalization status of HE in Jordan as influenced by institutional perspectives as an example from developing countries. Design/methodology/approach This paper adopts a quantitative research design that includes a statistical and SWOT analysis of HE in Jordan. Data were collected from different courses: documents and archival records, websites analysis, surveys, interviews with professors and administrators, and an SWOT analysis as well as TOWS matrix. The latter has been constructed as a picture of internationalized education in the Jordan that can be used as a basis for decision making and strategies for higher education institutions (HEIs). Findings The study findings reveal that it is important for Jordan to endorse itself as an "education hub" in the Middle East and to educate its community to the level of skills required by globalization. The challenges of internationalizing HE are revealed by the SWOT analysis and TOWS matrix that highlight a wide range of opportunities and strengths that encourages the Jordan HE system to accelerate internationalization. The opportunities include overall improvement in the quality of education, the diffusion of technology and creating a globally competent workforce. The internationalization status in Jordan HE is still in its embryonic stage. The HE should take serious steps toward the internationalization including admission of international students, foreign postgraduate students, international accreditation, global ranking, online education and smart education. These steps will help the universities leaders to improve their universities position internationally and financially. Originality/value The paper is one of the very few studies in the area of the internationalization of HE in the Jordan that can contribute to the sustainability of the international dimension of HEIs. The opportunities and threats recognized in this paper can inform strategy for more balanced development of the Jordan's internationalized HE, and for raising the quality of education overall.