Generative potential and the business development manager

Purpose – The purpose of this paper is to contribute to the development of understanding of the social processes involved in business engagement and understanding of the role of knowledge transfer practitioners. It is also to provide the first outlines of a theoretical framework of business engagement between higher education institutions and business, through the lens of complexity theory. Design/methodology/approach – The paper draws on research that explored the actions of a group of actors within a university Business School as they attempted to develop a range of business engagement activities. The data were analysed using a narrative event sequence methodology designed to deal systematically with the relationship between events occurring over time. The events were linked into a progression to create temporal maps which provided the basis for data collection and conceptual analysis. Findings – A space of possibilities was created by participants in the faculty to engage with industry that was adjacent to the teaching and learning space. The adjacent space set out to provide the business development team different expectations they could exploit to generate new interactions beyond the boundaries of the teaching and learning space. It was for the business development team to exploit the generative potential of the adjacent space by creating emergent events which developed halting as a non‐linear progression that juxtaposed extinction and emergent events. In their interactions the business development managers had continually to reconcile the tension between compliance and generative potential through use of individual judgement. Practical implications – In developing business engagement activity consideration should be given to the contradictory world the business development managers act within and the constraints they experience. Through the examination of the events, lessons can be learned that enhance the generative potential of the business development manager. Originality/value – The theoretical outline of this paper provides an initial framework within which to examine the role of the business development manager.