Zhang, Mengmeng (Cassie); (2023) The Legitimacy of Chinese Education Recruitment Agencies (CERAs): Landscape evolution, policy environment, operating models, identities. Doctoral thesis (Ph.D), UCL (University College London).

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Abstract

Given the significance of the role Chinese Educational Recruitment Agencies (CERAs) play within global Higher Education (HE) and their continuing expansion in terms of profits and market share, it is anticipated that this topic is thoroughly studied. However, to date, there has been little academic research on this topic. Against this backdrop, this study aims to explore the landscape, evolution, organisational characteristics and identities of the CERAs. This research will hopefully provide fresh insight into the emergence of CERAs as global actors in HE. This research has investigated the following questions: What are the organisational characteristics of CERAs? What are their functions? How do they perceive their roles within the global HE? To answer these questions, a multilevel analytical framework was developed. Correspondingly, a two-phase exploratory mixed methods study was designed which included: A) Desk research (web-based research and documentary analysis) exploring the CERAs landscape and policy evolution; and B) Multiple-case study (n=4) investigating their operating models and staff identities via interviews (n=44). The findings were organised in accordance with the landscape, evolution, organisational characteristics and identities of the CERAs. The investigation on the landscape of CERAs evidently supported the expectations in relation to the geographic distribution and structural evolution. Nevertheless, the data on the number of CERAs (1999–2020) revealed a tendency to reflect the political and economic fluctuations in China rather than a steady pattern of growth in the number of CERAs as expected. A correlation of +0.498 is discovered between the distribution of CERAs and socio-economic development at a provincial level in China. Two aspects on organisational characteristics were discussed. At an organisation level, a complex business model framework was discovered involving a typology of CERAs. At a national level, policy environment and quality assurance procedures were examined. 13 Within organisation identity, agent perceptions of their roles within HE were investigated, and the findings reveal the occupational dilemma of being both commercial and educational on the job, resulting in conflicting identities and high staff turnover rates within the sector. Together, via the legitimacy lens, the cognitive legitimacy of the CERAs has been supported by the findings on the expanding of CERAs in terms of the number and distribution of offices, as well as the historical policy evolution in the sector. The gaining of moral legitimacy of CERAs has been strengthened through the establishment of the quality assurance procedures which contribute towards regulating the business activities in the sector. These also help to strengthen the structure of management and company operations of the CERAs. The pragmatic legitimacy is in a less supported position by the findings in this study, given that this study has mainly focused on the agent perspectives. The findings were organised in accordance with the landscape, evolution, organisational characteristics and identities of the CERAs. The investigation on the landscape of CERAs evidently supported the expectations in relation to the geographic distribution and structural evolution. Nevertheless, the data on the number of CERAs (1999–2020) revealed a tendency to reflect the political and economic fluctuations in China rather than a steady pattern of growth in the number of CERAs as expected. A correlation of +0.498 is discovered regarding the distribution of CERAs and socio-economic development at a provincial level in China. Two aspects on organisational characteristics were discussed. First, at an organisation level, a complex business model framework was discovered involving a typology of CERAs. Second, at a national level, policy environment and quality assurance procedures were examined. Within organisation identity, agent perceptions of their roles within HE were investigated, and the findings reveal the occupational dilemma of being both commercial and educational on the job, resulting in conflicting identities and high staff turnover rates within the sector. Together, via the legitimacy lens, the cognitive legitimacy of the CERAs has been supported by the findings on the expanding of CERAs in terms of the number and distribution of offices, as well as the historical policy evolution in the sector. The gaining of moral legitimacy of CERAs has been strengthened through the establishment of the quality assurance procedures which contribute towards regulating the business activities in the sector. These also help to strengthen the structure of management and company operations of the CERAs. The pragmatic legitimacy is in a less supported position by the findings in this study, given that this study has mainly focused on the agent perspectives.

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