Nicola Sum
While individual nation states battle with concepts of school choice, and its implications of free market principles, economic rationalization, and neoliberalism, the international school sector has long been embedded in such consumer-driven markets. Bangladesh presents one such context of competing schools, aspirational families, and international benchmarking of notions of quality, driven by global policy. Drawing on data from a larger study, this chapter uses a theory of market positioning to consider the ways in which English medium schools are located and differentiated, within the realm of parental choice, in international education in Dhaka. Concepts of curriculum, school image, and school identity point to the significance of curriculum choice within schools, and the influence of global agents such as curriculum authorities and international promotion of national frameworks from beyond the borders.