Abstract
In this chapter, we critically reflect upon the marketization process of HE institutions, and use the three basic concepts underlying the institutional theory of organization: conformity to institutional rules, isomorphism, and normatively-based decision-making. Briefly, we develop several arguments by asking, (1) to what extent can changes conducted in HE institutions in response to globalisation and internationalisation be fundamental changes, rather than just image development? (2) Can HE institutions be genuinely responsive to international and local students’ special needs/wants? (3) Can we expect high levels of diversity within universities following the recruitment of large numbers of students? (4) To what extent are students able to make choices based on clear and visible information about the university? The chapter aims to challenge the basic premises underlying the processes of globalisation of HE systems, and especially the continuing marketization process, from the standpoint of the institutional theory of organization originating in sociology (Hall, 2001). Using institutional theory of organization as a theoretical framework for examining the theoretical essentials of these major processes currently in evidence in many HE systems may explain the barriers to diversity, responsiveness, and improvement – all of which are assumed to be driven by the introduction of marketization policies in HE systems.