Background – Recruitment of paying international students of Non-EEA Countries -A qualitative study with a focus on Swedish Universities in Västra Götaland, written by Andrea Silva-Negron does, among few countable studies, address the different recruiting strategies concerning the supplier side. It focuses on three Swedish Universities in the region of Västra Götaland with the guidance of two research questions. RQ1: Why do Universities in the region of Västra Götaland recruit their international students outside the EU/EEA? RQ2: How do Universities of Västra Götaland recruit international students outside the EU/EEA?

Purpose - This paper aims to determine the rationales and different recruitment strategies for the recruitment of paying international students outside of the EU/EEA among three Swedish Universities in the area of Västra Götaland. Furthermore, it shall enhance the lack of formal literature in higher education marketing, aswell as being a useful tool for University managers and international recruitment staff, helping understand how Universities in Västra Götaland recruit international students. Additionally this study tried to compare the Universities and find similarities and differences among the used strategies for recruiting international students and inspire managers of HE, especially in the international office department that has been on the forefront.

Originality/value – This study shows how three different Swedish Universities try to attract international students in an exceedingly competitive market concerning the 7Ps of Service Marketing. This study enhances the lack of literature in higher education marketing, a useful tool for University managers and international recruitment staff, helping to understand how Universities in Västra Götaland recruit international students by comparing the Universities used strategies for recruiting international students.

Methodology – It was decided to conduct a holistic multiple-case study on the University of Gothenburg, University West, and University Boras. By interviewing the responsible staff for recruitment of international students to gather the needed data using primary data. Data was collected through in-depth interviews.

Findings – It was able to derive from the survey that the motives to recruit international students were quite similar. As a result, all statistics went along that the economic motive was not relevant for those Universities and emphasized the international of programs and campuses as significant motivation to recruit international students. Regarding the recruitment strategies, this study found similarities, such as, that every University strategies are in some way bounded on the financial situation of each University. None of the Universities have a written recruitment plan to follow. Recruitment through Partner universities was given by every University. However, the usage of the 7ps were quite different in each case.

Research limitations - This study was performed through 3 out of 5 Universities in that area. The survey only considered the international offices and their primary person in charge of the international student recruitment. Others participating in the actual recruitment or outside the international offices have been excluded.