Entrepreneurship, marketing and the multicultural: the case of a European Union Erasmus+ Project

In considering the academic as both entrepreneur and brand ambassador for their institutions as well as brand in themselves this chapter draws upon the concept of espoused theories versus theories in use during a three-year Erasmus+ collaboration between seven universities across the European Union under the shadow of Brexit where the chapter’s authors are based and who provide an analytic authoethnographic account of their experience. In the hope that both image and reputation could be enhanced for university, professional links and student experience could be enhanced and best practices exchanged the authors present a number of findings from their experience and from the experience of the participating students drawn from focus group data and secondary data collected over the course of the three-year project. Findings are that while there were many positive outcomes, participation did not necessarily result in the income generation opportunity expected.