The Female Faculty Network Twente is inviting you to the lecture:
Mode Zero Universities: implications for HRM and Marketing
by Prof. Carla Millar
On Wednesday 28th May from 15.00 till 16.00 hrs.
Afterwards there will be a “network borrel” from 16.00 hrs.
In building the Faculty Club, Blomzaal
Carla Millar is an international management scholar and former practising manager who worked for three decades for two Multinationals and for two universities in London. She studied in Tilburg (NL), Turin (I), gained her PhD at City University in London (UK) and has held professorial chairs at Nyenrode, RuG and at the UT.
Carla recently retired as professor of International Marketing & Management at the School of Management & Governance. She has a keen interest in achieving proper representation of women in all layers of the university, is a member of the UT Ambassadeurs-netwerk, and has actively supported LNVH and FFNT for many years.
In her talk Carla will discuss how in our knowledge economy looking at the university from a knowledge point of view should lead to a better valuation of what we do in research and teaching, and how building reputation strengthens the international positioning of the university.
Universities are controversial service institutions: on the one hand forward looking, educating academic talent and those who will lead the world, on the other hand steeped in tradition.
In the knowledge economy of the 21st century, the challenges for universities come not only from the academic and intellectual frontiers they must explore, but also from the expectations of society – which looks for “value” in return for the income that universities receive from public funds and private fees. This expectation typically calls for universities to bolster the economy by “feeding” innovative companies with knowledge.
This exchange transaction approach however is unrealistic, particularly for the most valuable type of knowledge – tacit knowledge. Transfer of tacit knowledge is a person to person process –placing universities unambiguously as part of the services sector. People are core where tacit knowledge is concerned - the knowing-how, and the knowing-when which inspires innovation and strategic competitive advantage, in industry and also in academe.
Attempts to deal with knowledge as a product and separate the delivery of knowledge from the development of knowledge are a threat to the unique advantages that universities offer. They are based on the application of outmoded “rational man” economic concepts to a social and people business.
We do not have to make a choice between the 'quest for basic understanding' (rigour) and the focus on 'considerations of use' (relevance) - as advocated by Donald Stokes (1997) 10 years ago, nor between the models labelled mode 1 and mode 2 (Gibbons et al. (1994). The university as an integrated mix of teaching and research is still a valid model as it was in previous centuries; this “mode 0” concept is the proper one for the triple helix view of innovation support, and although it has uneasy implications for current university practice in HRM and marketing, it is the way forward for the university in the 21st century.
Please reply if you want to join this lecture and / or “netwerkborrel” by sending an e-mail to: FFNT@utwente.nl.
Kind regards on behalf of the Female Faculty Network Twente (FFNT),
Wilma Dierkes, chairman
•20 May, Workshop “Zichtbaar en hoorbaar zijn” 13.00-17.00 hrs. In building Drienerburght
•18 September, Workshop “Work / Life balance”, 9.30-13.30 hrs. in building Horsttoren
The FFNT aims to support the professional development of women in academia and to provide a network for sharing and exchanging experiences. Another objective is to act as an intermediate between female faculty and the superiors in order to collect and communicate gender-related issues in the working environment and on the career path of women. In actual practice, the FFNT develops workshops and lectures especially for women, partly in co-operation with the HR department (whose activities are otherwise gender neutral).