Central to this study is an exploration of the degree to which higher education is perceived as an individual and/or a collective value. Seminal literature supports the notion that colleges and universities are Western institutions. Throughout the Asia Pacific, higher education is expanding in a hybrid form in collectivist societies. This…

This paper explores whether any of the traditional aspects of Chinese culture discussed in the marketing and cross-cultural literature still apply to today's generation of Chinese students in the seemingly westernized location of Hong Kong. It finds that most of the traditional cultural beliefs are still endorsed although Hong Kong students also…