University Fourth Mission and Social Impact. Ethic imperative and relational challenges in the context of high education in Italy”

The article focuses on the evolution of university missions in the context of corporate and public communication. The study aims at investigating the current trends in the field of Fourth mission/social impact, also in comparison with European trends and other types of organisations, the degree to which the “new missions” are institutionalised by the academic governance, the relational and communicative challenges descending for Italian universities. The results suggest that not only regulations, but also definitions and cultures are in progress within the Italian university system are evolving towards a more advanced ethical and strategic vision, based on responsibility for the relations with stakeholders and society and a commitment to generating mutual value in the long term.