Go-To-Market Tactics for International Partnerships
International university partnerships are complex, and it can be difficult to know where to begin. Most universities maintain some international partnerships, either by study abroad or faculty research in a one-off agreement. However, most do not think strategically about who they partner with, the kinds of activities that take place, and how their partnerships advance their institution’s mission.
To help institutions think and act strategically regarding international partnerships, EAB compiled a tactic compendium for partner identification and approach strategies.
Using EAB’s Identification and Approach Tactics, you can devise a clear strategy on how to find your next partner and useful strategies for approaching them. Filter and sort through these tables by partnership expansion type or by key components to certain tactics.
Developing a tailored pitch for international partnerships
Deepen ties in existing market vs. enter new market
A prerequisite to meaningfully deepen ties in an existing market are high-quality faculty relationships. Whether originating from academic or research partnerships, engaged faculty are often the backbone of successful international partnerships. Using those relationships to identify untapped synergies between the two institutions can be a lighter administrative lift given the history of the partners working together. Established trust and regulatory familiarity are major perks in deepening ties in existing markets.
While entering a new market can be more challenging, it can be equally rewarding and achieve new strategic goals. For an institution to have a truly global footprint, geographic representation is key. You can still enter new markets without a completely blind eye. Whether it is identifying domestic peers working in that region or developing new relationships in virtual roundtables, successful partnerships can come from cold contacts as well.
Identification vs. approach
Institutions across the globe are in different stages of international partnership development. Some institutions are just ready to enter the international space while others may be ready to identify a potential partner. The two tables below are organized accordingly. If your institution is identifying potential partners, review the 10 identification tactics. Perhaps your institution is ready to proceed with a proposal but unsure how to pitch; consider the seven approach tactics to increase your chance of success.
Partnership growth areas and market breadth vs. depth
Each tactic is assigned one or more partnership growth areas. We assigned tactics specific growth areas for which they are best suited to operate based on our research. Similarly, we assigned a market goal of entering a new market or deepen existing ties in the market. In some cases, tactics could apply to both market goals. Tactics are tagged with one market goal for which they are also best suited to operate based on research calls.
Key components
Each tactic is accompanied by one or more key components. Key components are often prerequisites to performing the identification or approach tactic. Most institutions will likely have a majority of key components at their disposal. Filtering by key component will allow partners to choose tactics that play to their institution’s respective strengths.
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