17 June 2024 | Münster

The Science-to-Business Marketing Research Centre is proud to announce that two of its research associates and PhD candidates have co-authored a chapter in the book "From Purpose to Impact: The University and Business Partnership." The chapter was written in collaboration with renowned scholars Jodie Conduit, Carolin Plewa, and Natalie Forde.

The book, available here, delves into the partnership between universities and businesses, exploring how these partnerships can drive societal impact.

In the chapter co-authored by the young researchers, the focus is on integrating market shaping and actor engagement, with a particular emphasis on collective engagement. The authors argue for the necessity of moving beyond mere collaboration in the higher education sector towards a concerted effort to shape the university market collectively. This integration of theoretical concepts not only contributes to academic discourse by bridging market shaping and actor engagement but also provides practical value. The theoretical insights are vividly illustrated with real-world examples from the higher education landscape, offering tangible strategies for implementation. This chapter marks a significant contribution to both theory and practice, showcasing the critical importance of collective efforts in transforming the higher education sector.