Purpose - The aim of this research is to examine higher education (HE) internationalization in terms of international recruitment and academic collaboration with the focus on a single institution case study. The research investigates how the case study university conducts HE internationalization, identifies key implementation issues of HE internationalization, and develops an education-specific market entry dynamic framework. The discussion of the difference in the process of internationalization across faculties is also included. Design/methodology/approach - This research adopts the interpretivist philosophy and inductive approach, with focus of a single institution. Based on the positions and job responsibilities, the total of 20 interviewees from three key departments (Corporate, Department 2 and Faculty) were selected and 22 semi-structured interviews were conducted. The total of 329 pages of interview transcripts were analyzed. Other types of data collection include observation and secondary documentary data. The answers from each group were used in a comparative analysis, resulting in an overlap pattern structure that indicates the level of the university's internal integration. Data analysis strategies include content analysis, critical discourse analysis (CDA), colour coding, and categorization of meaning. Findings and contributions - The market entry dynamic framework is the main outcome of this research. This framework provides a number of education-specific modes of entry and programme delivery methods to guide institutions' internationalization. The implementation issues raised in this research indicate that the university's internal integration has a major impact on HE internationalization. These issues highlight the areas where the university needs to improve. Faculty-specific factors explain the difference in the process of internationalization across the four faculties at the case study university, and explain the reasons why the levels of internationalization are different among these faculties.