Although the role and significance of the external stakeholders of higher education institutions has grown in recent years, quality assurance of stakeholder relationships remains a new phenomenon in the management practices of higher education institutions and in higher education research. Based on interviews and expert panel data, this article analyses the internal and external stakeholders' perceptions of scenarios of the quality assurance of stakeholder relationships in Finnish higher education institutions. It especially focuses on exploring how institutions can balance internal and external stakeholders' perspectives with regard to quality assurance. The results show that an essential challenge for Finnish higher education institutions is to develop flexible quality assurance practices capable of balancing the academic goals of the institutions and the needs of the external stakeholders. This also requires seeking balance between the centralised coordination and the differentiated practices of disciplines and academic units inside institutions.

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By taking Finland as an example, this article discusses how foreign higher education providers can enter the Chinese market in terms of strategies on both branding and operation. Recent Finnish policies have encouraged Finnish higher education institutions (HEIs) to export education, with China being an important destination. The article argues that developing joint education provisions is the most suitable model for Finland's education export to China, as it may meet the expectations and interests of both sides. The article then particularly analyses the need for Finnish HEIs to develop cross-border education in China as well as the Chinese expectations of foreign education provision. Strategies are then discussed for Finnish HEIs to harmonize the interests and needs of both countries, and the article concludes with a number of 'selling points' that can be used for marketing Finnish higher education in China.