The influence of cultural factors on the marketing strategies of higher education institutions in the countries of the region

This study examines the influence of cultural factors on the formulation and implementation of marketing strategies in higher education institutions across the countries of the region. The research was conducted on a sample of 740 respondents from higher education institutions in Serbia, Croatia, Slovenia, Bosnia and Herzegovina, Montenegro, and North Macedonia. A quantitative research approach was applied, employing descriptive statistics, correlation analysis, multiple regression analysis, and cluster analysis. The results reveal a strong and statistically significant impact of cultural dimensions – particularly intercultural competencies and cultural distance – on various aspects of marketing strategies in higher education institutions. Cluster analysis identified three clearly differentiated types of institutions, which significantly differ in their cultural profiles and the intensity of marketing strategy implementation. The findings confirm the importance of the cultural context as a relevant factor in strategic marketing management in higher education and highlight the need for its more systematic integration into institutional development strategies.