Katarzyna Dziewanowska

Katarzyna Dziewanowska is an Assistant Professor at the Faculty of Management, University of Warsaw, and concurrently serves as a Visiting Scholar at the Center for Studies in Higher Education (CSHE) at UC Berkeley. Her primary affiliations include the Goldman School of Public Policy and CSHE, where her research focuses on higher education systems and institutional branding.

• Professional Roles: Faculty member at University of Warsaw; Visiting Scholar at UC Berkeley
• Key Projects: Lead researcher in the EU-funded GETM3 project (Global Entrepreneurial Talent Management 3) focusing on student and alumni engagement; contributor to Poland’s qualifications framework and accreditation processes
• Research Themes: Co-creation of value in higher education, brand community dynamics, generational workforce challenges

Her research emphasizes student and professor participation in shaping educational value, with comparative studies between Europe and the U.S. Recent work highlights five student co-creation styles identified in Poland: Maximalists, Minimalists, Scrupulous, Networking-Oriented, and Intellectuals. This framework explores how institutional branding, relational experiences, and brand communities influence student loyalty and university reputation.

Funding: Principal investigator in the H2020-MSCA-RISE-2016 EU grant (GETM3 project), focusing on entrepreneurial talent management strategies across universities. Collaborations include international teams analyzing transition economies and generational workforce trends.

Her academic contributions bridge management theory with practical higher education challenges, addressing institutional branding, service-dominant logic applications, and policy implications of co-created educational value.