Value propositions: application of service-dominant logic in transnational marketing management education

This paper adopts service-dominant logic (SDL) to conceptualise transnational education (TNE) as a higher education (HE) service ecosystem. It uses a qualitative multimethod design that integrates document analysis, focus group interviews, projective and elicitation techniques, and research notes, while engaging students as partners. The research demonstrates how involving diverse stakeholders from three universities across the UK, Vietnam and Malaysia transforms traditional business school agendas through co-producing module learning outcomes (value propositions). We illustrate how 'active sensing' in the TNE context mitigates resource misintegration, enhancing students' experiences and well-being. We apply a specific value proposition framework to HE, displaying its transferability and generalisability.