Professor Carolin Plewa
Pro V-C / Dean of Grad Studies
Office of the Deputy Vice-Chancellor and Vice-President (Research)
Division of Research and Innovation
Carolin Plewa is the Pro Vice-Chancellor (Researcher Education and Development) and Dean of Graduate Studies, as well as Professor of Marketing and Stakeholder Engagement. Carolin specialises in engagement and value co-creation across organisations and individuals, with a particular emphasis on university-business collaboration, service, and social contexts, as well as market shaping. She also co-edited the Future of Universities Thoughtbook series. As a higher education leader with a clear vision, passion, and track record of building partnerships for positive change, she uses her research to develop and deliver research training and engagement strategies and solutions for the benefit of higher education and society at large.
Her research in the context of university-business engagement, in particular, has led to her appointments to the South Australian Science Council and the ARC Engagement & Impact Assessment Panel, and as an inaugural co-chair of the University-Industry Innovation Network (UIIN) Australia Chapter and a council member of the Accreditation Council for Entrepreneurial and Engaged Universities (ACEEU). Her University of Adelaide leadership roles have comprised Academic Lead for Engagement and Impact Assessment, Deputy Dean (Research) for the Faculty of the Professions, and Deputy and Interim Director of the Entrepreneurship, Commercialisation, and Innovation Centre (ECIC), to name a few.
Carolin's achievements have been recognised by her being shortlisted for the Australian Financial Review Higher Education Awards - Emerging Leader Category in 2019 and by her being listed on the Educator Higher Education Hot List 2020. She has been awarded multiple ARC grants and has published her research in highly regarded international marketing, management, and education journals. Complementing her research and teaching interests, Carolin holds valuable industry experience, for example as Manager for Marketing and Strategy at Flinders Partners Pty Ltd and Education Manager at Definitive Events Pty Ltd.
My research focuses on interaction and value co-creation across a myriad of organisations and individuals, with particular interest in:
- university-business collaboration
- services marketing
- customer engagement
- corporate social responsibility
Link for State of University Business Cooperation Australia Business Perspective (2017): https://business.adelaide.edu.au/system/files/media/documents/2020-10/State%20of%20Australian%20UBC_FINAL%20Report_BUS%20perspective_FA.pdf
Link for State of University Business Cooperation Australia University Perspective (2017): https://business.adelaide.edu.au/system/files/media/documents/2020-10/State%20of%20Australian%20UBC_FINAL%20Report_HEI%20perspective_FA.pdf
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Appointments
Date Position Institution name 2018 - ongoing Deputy Director and Professor of Marketing and Stakeholder Engagement The University of Adelaide 2017 - ongoing Adjunct Scientific Fellow Muenster University of Applied Sciences 2016 - 2017 Deputy Director and Professor of Marketing and Stakeholder Engagement The University of Adelaide 2016 - 2016 Associate Professor of Marketing The University of Adelaide 2009 - 2015 Senior Lecturer University of Adelaide 2008 - 2008 Manager for Marketing and Strategy Flinders Partners Pty Ltd 2007 - 2008 Lecturer University of Adelaide 2005 - 2006 Associate Lecturer University of Adelaide -
Language Competencies
Language Competency English Can read, write, speak, understand spoken and peer review German Can read, write, speak, understand spoken and peer review -
Education
Date Institution name Country Title 2003 - 2006 University of Adelaide Australia PhD 1999 - 2002 Münster University of Applied Sciences Germany Diploma in Business Administration (Betriebswirtin [FH]) -
Certifications
Date Title Institution name Country 2011 Group of Eight Future Research Leaders Program The University of Adelaide - 2004 Teaching at Universities; Certificate for Tertiary Education University of Adelaide Australia
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Journals
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Books
Year Citation 2019 Kliewe, T., Kesting, T., Plewa, C., & Baaken, T. (Eds.) (2019). Developing engaged and entrepreneurial universities: Theories, concepts and empirical findings. Springer Singapore.
DOI Scopus82019 Kliewe, T., Kesting, T., Plewa, C., & Baaken, T. (Eds.) (2019). Developing engaged and entrepreneurial universities: Theories, concepts and empirical findings. Springer Singapore.
DOI Scopus82016 Plewa, C., & Conduit, J. (Eds.) (2016). Making a Difference through Marketing: A quest for different perspectives. Singapore: Springer.
DOI Scopus32016 Plewa, C., & Conduit, J. (Eds.) (2016). Making a Difference through Marketing: A quest for different perspectives. Singapore: Springer.
DOI Scopus32010 Plewa, C. (2010). Key drivers of University-industry relationships and the impact of organisational culture differences. USA: Verlag Dr. Muller. - Kliewe, T. (n.d.). Developing Engaged and Entrepreneurial Universities. Springer Nature. - Kliewe, T. (n.d.). Developing Engaged and Entrepreneurial Universities. Springer Nature. -
Book Chapters
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Conference Papers
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Conference Items
Year Citation 2023 Thi Diem, M., Willmott, T. J., Conduit, J., Karpen, I., Plewa, C., Kleinaltenkamp, M., & Jaakkola, E. (2023). Measuring collective engagement for a social purpose. Poster session presented at the meeting of Abstracts of the Australian and New Zealand Marketing Academy Conference (ANZMAC 2023). Dunedin, New Zealand: ANZMAC. 2021 Kleinaltenkamp, M., Conduit, J., Plewa, C., Karpen, I., & Jaakkola, E. (2021). Collective engagement towards social purpose. Poster session presented at the meeting of Abstracts of the 7th Naples Forum on Service (NFS 2021) as published. Capri, Villa Orlandi. 2021 Stroila, I., Steffens, P., & Plewa, C. (2021). Managing the Entrepreneurial Ecosystem: configurations of well-being.. Poster session presented at the meeting of 4PDS 2021: IV Paper Development Seminar (online).. 2021 Stroila, I., Steffens, P., & Plewa, C. (2021). Mapping Well-Being in Entrepreneurial Ecosystems: A Conceptual Framework. Poster session presented at the meeting of ACERE. 2019 Moss, L., Wilkie, D., & Plewa, C. (2019). An evolutionary perspective of sports consumption. Poster session presented at the meeting of Australian and New Zealand Marketing Academy Conference proceedings. Wellington. 2019 Fehrer, J., Alexander, M., Jaakkola, E., Conduit, J., Plewa, C., & Li, L. (2019). Actor Engagement Practices in Market Shaping. Poster session presented at the meeting of Naples Forum on Service. Ischia, Italy. 2019 Plewa, C., Orazbayeva, B., & Meerman, A. (2019). Business Engagement with University Offerings. Poster session presented at the meeting of University-Industry Engagement Conference. Sydney. 2019 Lindsay, W., Lindsay, N., Plewa, C., & Kropp, F. (2019). Entrepreneurial Education and Training (EET) programs and startup behavior: Is program satisfaction the missing link?. Poster session presented at the meeting of Australian Centre for Entrepreneurship Research Exchange (ACERE). Sydney. 2018 kleinaltenkamp, M., Karpen, I., Plewa, C., Jaakkola, E., & Conduit, J. (2018). Collective Engagement in Organisational Settings. Poster session presented at the meeting of Australian and New Zealand Marketing Academy Conference. 2018 Plewa, C., & Orazbayeva, B. (2018). Academic Motivations to Engage: A Fuzzy Set Analysis. Poster session presented at the meeting of University Industry Interaction Conference. 2018 Davey, T., Galan Muros, V., & Plewa, C. (2018). A Framework for Measuring University-Industry (3rd Mission) Impact. Poster session presented at the meeting of University Industry Interaction Conference. 2018 Plewa, C., & Sweeney, J. (2018). The interplay of Value-in-use and Trust in the Service Provider. Poster session presented at the meeting of SERVSIG. 2018 Barbour, K., Ankeny, R., Plewa, C., & Conduit, J. (2018). Engaging the public: scientific persona performance in online, public-facing biographical statements. Poster session presented at the meeting of Scientific Persona in Cultural Encounters (SPICE) Conference. Stockholm, Sweden. 2018 Kleinaltenkamp, M., Plewa, C., Jaakkola, E., Karpen, I., & Conduit, J. (2018). Collective Engagement in Organizational Settings. Poster session presented at the meeting of Australia and New Zealand Marketing Academy (ANZMAC) Conference. Adelaide, Australia. 2018 Conduit, J., Ayi Wong, D., & Plewa, C. (2018). Initiating actor engagement with novel products. Poster session presented at the meeting of Abstracts of the 47th European Marketing Academy Conference (EMAC 2018). Glasgow, United Kingdom: EMAC. 2017 Plewa, C., Orzbayeva, B., Galán-Muros, V., & Davey, T. (2017). The future of university business cooperation – emerging trends and issues for UBC policy, practice and academic work. Poster session presented at the meeting of University Industry Interaction Conference. Dublin. 2017 Sim, M., Plewa, C., & Conduit, J. (2017). Disposition to Engage – The Relevance of Personal Characteristics. Poster session presented at the meeting of Australian and New Zealand Marketing Academy Conference. 2017 Ayi Wong, D., Conduit, J., & Plewa, C. (2017). Initiating Actor Engagement with New Service Offerings. Poster session presented at the meeting of Australian and New Zealand Marketing Academy Conference (ANZMAC). 2017 Sim, M., Plewa, C., & Conduit, J. (2017). Identifying Typologies of Engagement Dispositions. Poster session presented at the meeting of Australian and New Zealand Marketing Academy Conference (ANZMAC). 2016 Conduit, J., Plewa, C., & Brodie, R. (2016). Developing Resource Integration Capabilities in Wine Industry R&D Collaborations. Poster session presented at the meeting of Academy of Wine Business Research Conference. Adelaide, Australia. 2016 Ng, S., Sweeney, J., & Plewa, C. (2016). Professional service provider’s resource integration styles (PRO-RIS): An empirical examination. Poster session presented at the meeting of Frontiers in Service Conference. Bergen, Norway. 2016 Sweeney, J., & Plewa, C. (2016). Positive and negative value-in-use factors in financial services: When do they matter?. Poster session presented at the meeting of AMA SERVSIG. Maastricht. 2016 Davey, T., Galán-Muros, V., & Plewa, C. (2016). An integrative classification framework for the results of university-industry cooperation. Poster session presented at the meeting of University Industry Interaction Conference. Amsterdam. 2015 Sweeney, J., & Plewa, C. (2015). Exploring value-in-use and its outcomes in a complex service setting. Poster session presented at the meeting of Australian and New Zealand Marketing Academy Conference. Sydney. 2015 Plewa, C., & Carrillat, F. (2015). An experimental approach to investigating the image effects of university-business collaboration. Poster session presented at the meeting of University Industry Interaction Conference. Berlin. 2015 Carrillat, F., Mazodier, M., Plewa, C., & Quester, P. (2015). Building CSR Image Through Sport Sponsorship: A Multi-Study Investigation. Poster session presented at the meeting of 44th European Marketing Academy Conference. Leuven. 2015 Akman, H., Plewa, C., Conduit, J., & Brodie, R. (2015). Co-creation of innovation: exploring the role of collaborative communities. Poster session presented at the meeting of Australia and New Zealand Marketing Academy (ANZMAC). 2015 Conduit, J., Plewa, C., Ho, J., & Lu, V. (2015). Facilitating Student Interaction Capabilities through shared values and peer learning. Poster session presented at the meeting of Australia and New Zealand Marketing Academy. 2014 Plewa, C., & Carrillat, F. A. (2014). The Reputation Effect of University-Business Collaboration: A Customer Perspective. Poster session presented at the meeting of Agents of Change. Brisbane: Australian and New Zealand Marketing Academy. 2014 Sweeney, J., & Plewa, C. (2014). Development of a Multidimensional Measurement Scale - Perceived Value of Financial Planning. Poster session presented at the meeting of AMA SERVSIG. Thessaloniki, Greece. 2014 Ng, S., Plewa, C., & Sweeney, J. (2014). Client perceptions of financial planner value co-creation styles: Scale development. Poster session presented at the meeting of Agents of change. Brisbane. 2013 Johnson, C., Plewa, C., Conduit, J., & Quester, P. (2013). Changing consumer perceptions of CSR image by communicating corporate volunteering involvement. Poster session presented at the meeting of European Marketing Academy Conference. Istanbul, Turkey: Istanbul Technical University. 2013 Plewa, C., & Rampersad, G. (2013). Trust Dynamics in University-Industry Relationships. Poster session presented at the meeting of 6th International Conference on Business Market Management. Bamberg. 2013 Plewa, C., Sweeney, J., & Michayluk, D. (2013). Customer Perceived Value in the Context of Financial Planning. Poster session presented at the meeting of Australian and New Zealand Marketing Academy Conference. Auckland, New Zealand. 2013 Ng, S., Plewa, C., & Sweeney, J. (2013). Client Perceptions of Financial Planner Value Co-creation and Service Delivery Styles. Poster session presented at the meeting of Australian and New Zealand Marketing Academy Conference. Auckland, New Zealand. 2012 Ho, J., Plewa, C., Freeman, S., & Lu, V. (2012). Strategic Orientations in High-Tech Firms. Poster session presented at the meeting of Australian and New Zealand Marketing Academy Conference. Adelaide. 2012 Johnson, C., Plewa, C., Conduit, J., & Quester, P. (2012). The Impact of Corporate Volunteering on CSR Image: A Consumer Perspective. Poster session presented at the meeting of Australian and New Zealand Marketing Academy Conference. Adelaide. 2012 Mazodier, M., Plewa, C., & Quester, P. (2012). Determinants and Consequences of Sponsorship Fit: The Case of a Community Sporting Club. Poster session presented at the meeting of Australian and New Zealand Marketing Academy Conference. Adelaide. 2012 Mazodier, M., Palmer, K., Plewa, C., & Quester, P. (2012). Being a Good Sport: Can Sponsors Use CSR to Build Their Brand?. Poster session presented at the meeting of Research Conference in Sport Marketing: Focus on Sponsorship. Portland, Oregon. 2010 Palmer, K., Quester, P., & Plewa, C. (2010). The Business of Being a Good Sport: Community Sports Organisations, Sponsorship and Corporate Social Responsibility. Poster session presented at the meeting of SMAANZ Conference. Wellington. 2009 Lu, V., Quester, P., & Plewa, C. (2009). Antecedents of Customer Orientation in Service Exports. Poster session presented at the meeting of 18th Annual Frontiers in Service Conference. Honolulu, Hawaii. 2006 Plewa, C. (2006). A Dyadic Study on Key Drivers of University-Industry Relationships and the Impact of Organizational Culture Difference. Poster session presented at the meeting of 15th Annual Frontiers in Service Conference. Brisbane. -
Internet Publications
Year Citation 2016 Plewa, C., & Evans, D. (2016). Academics do want to engage with business, but need more support. The Conversation.
Grape and Wine Research and Development Corporation (GWRDC)
Chief Investigator, led by Dr Jodie Conduit
“Wine Industry RD&E: Developing Partner Co-Creation Capabilities”
2014-2015
Australian Research Council Linkage Project
Principal Investigator, with Prof Ralf Zurbruegg, Prof Jill Sweeney and Prof Dave Michayluk
“Funding our Future: Perceptions of the Value of Financial Planning Advice”
Industry partner: Financial Services Council
2012-2014
Australian Research Council Linkage Project
Chief Investigator, led by Prof. Pascale Quester
“Can sponsorship deliver Corporate Social Responsibility? Examining internal and external perceptions of sponsors’ CSR”
Industry partners: Norwood Football Club & Meals on Wheels (SA) Inc.
2010-2012
DAAD Group of Eight Australia-Germany Joint Research Cooperation Scheme
Principal Investigator, with German Principal Investigator Prof. Thomas Baaken
“Commercialisation success – do drivers change over time?”
2010-2011
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Current Higher Degree by Research Supervision (University of Adelaide)
Date Role Research Topic Program Degree Type Student Load Student Name 2023 Co-Supervisor Market Shaping for Future Crop Technologies Doctor of Philosophy Doctorate Full Time Miss Ava Nicole Wilkinson 2021 Principal Supervisor Shaping Markets through Digital Technologies Doctor of Philosophy Doctorate Full Time Ms Judith Helmer 2020 Co-Supervisor Evolutionary Psychology triggers to engagement Doctor of Philosophy Doctorate Part Time Mr Liam Craig Moss -
Past Higher Degree by Research Supervision (University of Adelaide)
Date Role Research Topic Program Degree Type Student Load Student Name 2021 - 2025 Principal Supervisor ENGAGEMENT DYNAMICS IN COLLABORATIVE SETTINGS Doctor of Philosophy Doctorate Full Time Ms Katrin Uude 2020 - 2023 Co-Supervisor ENTREPRENEURIAL ECOSYSTEM WELL-BEING Unpacking the multilevel, multidimensional, and configurational nature of entrepreneurial ecosystem health Doctor of Philosophy Doctorate Full Time Ms Iulia Stroila 2019 - 2022 Principal Supervisor Value Co-creation in E-government: A Citizen-centric Approach Doctor of Philosophy Doctorate Full Time Ms Maryanne Scutella 2019 - 2022 Principal Supervisor Industry Perspective towards Collaboration with Academic Institutions Doctor of Philosophy Doctorate Full Time Mr Peter Egorov 2018 - 2022 Co-Supervisor EVOLUTION OF MARKETS: MARKET SHAPING AND THE ROLE OF THE CONSUMER Doctor of Philosophy Doctorate Full Time Mr Gediminas Lipnickas 2016 - 2019 Principal Supervisor Actor Engagement with Service Providers Doctor of Philosophy Doctorate Full Time Mr Max Sim 2016 - 2019 Principal Supervisor Engagement with Novel Products Doctor of Philosophy Doctorate Full Time Ms Diana Ayi Wong 2015 - 2016 Co-Supervisor The Value of Online Advertising: Exploring the Effects of Advertisements on Consumer Perceptions of Media Vehicle Value Doctor of Philosophy Doctorate Full Time Mr Ervin Sim 2014 - 2016 Principal Supervisor Value Co-creation in Online Collaborative Innovation Communities: Exploring the Drivers and Outcomes of Value Co-creation Activities from the Individual Community Member Point of View Doctor of Philosophy Doctorate Full Time Dr Hande Muberra Akman 2012 - 2016 Principal Supervisor PRO-RIS and Customer Engagement in Complex Services Doctor of Philosophy Doctorate Full Time Miss Sylvia Chee Yeng Ng 2011 - 2014 Principal Supervisor Multiple Strategic Orientations and Business Performance: A Comprehensive Investigation of High-Tech Firms Doctor of Philosophy Doctorate Full Time Miss Joanne Ho 2007 - 2010 Co-Supervisor Emotions et persuasion : proposition d'un modele affectif de persuasion par le parrainage sportif Doctor of Philosophy under a Cotutelle Agreement with Doctorate Full Time Mr Charles Bal
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Board Memberships
Date Role Board name Institution name Country 2015 - 2016 Advisory Board Member Science Council State Government of South Australia Australia 2014 - ongoing Member Academic Board University Industry Innovation Network Germany -
Editorial Boards
Date Role Editorial Board Name Institution Country 2016 - ongoing Member Journal of Service Theory and Practice - - 2008 - ongoing Member Industrial Marketing Management - - -
Offices Held
Date Office Name Institution Country 2017 - ongoing Inaugural Co-Chair UIIN Australia Chapter Australia
Connect With Me
External Profiles
