When universities fail to cope with digitalisation

I just received this spam press release about a new study conducted in a French business school. 

As a serious empirical question: what motivates this? My prima facie assumption would be that an institutional imperative to maximise the external impact of internal activity (“we have to get our research out there!) combined with a deep lack of understanding about successful communication in digitalised environments to produce something (fascinatingly) crass.

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