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Strategic Public Relations and University Entrepreneurship in Present European Context

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  • Andreea Roxana RACEANU

    (National University of Political Studies and Public Administration)

Abstract

Mostly theoretical and following a descriptive - normative logic, with a specific focus on the models of higher education institutions and practices, the present paper addresses the subject of entrepreneurship within higher education area, in relation with current European policy context regarding higher education and university entrepreneurship. It proposes a strategic public relations framework as an integrating effective approach for actual opportunities and challenges that universities deal with presently. Various theoretical approaches and concrete actions emerged, from the complex perspectives of triple helix (organic relationships and interactions between universities, industry and government) to particular aims regarding the development of knowledge-based economy or to the European Union knowledge triangle initiatives (education-research-innovation). The role of universities is expected to be broader and its actions should be characterized by both responsibility and pragmatism within the context of sustainable decision making. However, mostly in practice, there are limitations and criticism regarding a convergent model of entrepreneurial university, even more in relation with issues related to ethics of teaching and research and especially for universities with social and humanistic profiles. In this context, a viable solution could come from the area of public relations, undertaken in their most advanced form: as strategic approach linking decision making processes, stakeholders’ needs and interests and assuming long term responsibility. The main aim and originality component of this paper is to propose and support such an approach presented both verbally and trough graphical modelling.

Suggested Citation

  • Andreea Roxana RACEANU, 2016. "Strategic Public Relations and University Entrepreneurship in Present European Context," Management Dynamics in the Knowledge Economy, College of Management, National University of Political Studies and Public Administration, vol. 4(1), pages 81-107, March.
    • Handle: RePEc:nup:jrmdke:v:4:y:2016:i:1:p:81-107
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    References listed on IDEAS

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    1. Frank T. Rothaermel & Shanti D. Agung & Lin Jiang, 2007. "University entrepreneurship: a taxonomy of the literature," Industrial and Corporate Change, Oxford University Press and the Associazione ICC, vol. 16(4), pages 691-791, August.
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    Cited by:

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    2. James, Steffan & Liu, Zheng & White, Gareth R.T. & Samuel, Anthony, 2023. "Introducing ethical theory to the triple helix model: Supererogatory acts in crisis innovation," Technovation, Elsevier, vol. 126(C).
    3. Ian SPERO & Merlin STONE & Eleni ARAVOPOULOU, 2017. "Multiple Helices as Agents of Change? The Case of the Neighborhoods of the Future Project and the Development of Direction for Policy and Practice on Health, Happiness and Wellbeing for the next Gener," Management Dynamics in the Knowledge Economy, College of Management, National University of Political Studies and Public Administration, vol. 5(1), pages 97-117, March.

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