The internationalisation of higher education has evolved from academic knowledge exchange to a strategic business model, significantly influencing business education globally. This study examines how internationalisation serves as a driving force for business education in Malaysia, where higher education institutions increasingly focus on cross-border education to enhance global competitiveness and financial sustainability. Drawing on qualitative research, the study uses a Malaysian public university as a case study, employing semi-structured interviews with key actors involved in implementing internationalisation. Interviews were conducted with ten meso-level professionals, focusing on their experiences with internationalisation’s role in institutional income generation and long-term growth. Findings indicate that internationalisation strategies, such as attracting international students, forging global partnerships, and engaging in cross-border collaboration generate revenue and enhance the institution’s global reputation. These efforts align with global trends that increasingly view education as a commercialised sector. The study concludes that internationalisation is a crucial tool for higher education institutions to achieve financial sustainability and strengthen their global standing, especially in the face of reduced public funding. The insights contribute to the broader discourse on how internationalisation can reshape higher education into a viable business model, offering strategic recommendations for institutions aiming to optimise their internationalisation efforts.