Carolin Plewa – författare

This book honours the contribution Professor Pascale Quester has made to academia and higher education, through her research, teaching, and leadership. It provides readers with a comprehensive, contemporary perspective on marketing practice with an emphasis on the role of marketing in making a difference. Organisations are interwoven with the society in which they operate and are thus commonly expected to shoulder some responsibility in advancing that society. While there has been significant academic and practitioner focus on corporate social responsibility (CSR), research is often limited to the organisational benefits and implementation of CSR initiatives, this book presents a broader perspective. It highlights a variety of players and approaches that are making a difference to their various stakeholder groups, specifically in the areas of sponsorship, consumer behaviour, education, health and innovation.

This book investigates key aspects of the development of engaged and entrepreneurial universities. Reflecting the complex and dynamic nature of changes in higher education institutions (HEIs), multi-level perspectives in the field are taken into account, namely the ecosystem, relationship, organisational and individual perspective. The book highlights the entrepreneurial and the social orientation of HEIs by focusing on both primary economically focused (entrepreneurial) universities and primary socially focused (engaged) universities. It challenges the understanding of the role universities and its individual stakeholders play today. The book explores a multitude of facets and perspectives on the topic and addresses both what we already know and what knowledge still needs to be acquired.