Abstract
This article presents original research into International Baccalaureate international schools’ directors in Western Europe, based on multiphase contact with six director participants over two years and employing an aspect of critical-phenomenology. Successful leadership in this context responds to market demands with a commodification of Anglo identity. Service emerges as central to leadership, closely linked to cultural identity. Female participants appear as more successfully balanced directors. Directors indicate societal values as being more important than the International Baccalaureate Learner Profile.
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