“Reframing university. Impact and relational value in the high education system”

This paper examines the connections between universities’ emerging missions, emphasizing the valorisation of knowledge for non-academic stakeholders, and the evolution of traditional institutional missions such as teaching and research. Adopting a corporate and public communication perspective, an exploratory multi-case study was conducted across four academic institutions in Belgium, Italy, and Lithuania. The findings reveal how these New Missions can leverage innovative strategic relationships with stakeholders, amplifying universities’ social, economic, and cultural impact on their surrounding environments.