Legitimations of Finnish education export – exploring the plurality of guiding principles

This paper explores the legitimation of Finnish education export (EE) activities linked to higher institutions. As a small non-English speaking country with only recent involvement in EE market, Finland provides an underexplored context consider overseas, fee-based educational services from perspective providers. In this qualitative case study comprising two endeavours, we draw on convention theory argue that is based multiple roles such export, not just generating revenue for provider institution. We show legitimations are guiding principles, illustrated our data through five themes: future generations, competing institutions, localisation activity, project-oriented and Finnishness export. Due plurality process among internal external stakeholders includes more variation than seemingly important market-driven logic would suggest, even if has been focus national policy over past decade.