Professor Andrew Penaluna

Research Director of the Centre for Creative Entrepreneurship


Tel: +44 (0) 1792 481000


Research Director of the Centre for Creative Entrepreneurship

Andy studied in Cornwall at what is now Falmouth School of Art. The Universities of Wales and New York supervised his doctorate, awarded for his research into early and unrecorded airbrush history and image manipulation. He has been programme director of a diverse number of BA (Hons) degrees. These range from illustration to multimedia and, more recently, advertising design. Andy has also taught on the Fellow's programme at Kodak's International Museum of Photography at George Eastman House in Rochester, New York.

His appointment as Professor of Creative Entrepreneurship was made in recognition of his contribution to developing creative and innovative thinking in business contexts. In what he describes as a 'career swerve', he was nominated for two international awards for research papers including the Internationalizing Entrepreneurship Education and Training Annual Conference in Sao Paulo, Brazil, where a paper co-authored with Kathryn Penaluna won the prestigious 'Best International Empirical Paper'.

Andy subsequently set up the UK Higher Education Academy's Special Interest Group in Entrepreneurial Learning, a group dedicated to meeting the challenged of enterprise education, and in 2010-11 the 95+ University network Enterprise Educators UK elected him as their Chair. He is now an Executive Director with a remit to develop international dialogues. He works closely with Welsh Assembly Government and the Enterprise Directorate the UK Government Department for Business Innovation and Skills and is also an acknowledged expert at the United Nations in Geneva, where he has contributed to the development of a new international policy toolkit. In June 2011 Andy received a personal mention in the Government's White Paper for Higher Education 'Students at the Heart of the System' and was on the Advisory Panel of the Wilson Review: Business-University Collaboration.

Educating the educators for enterprise has also been a key goal and Andy has worked internationally on this agenda, including a number of expert's role for the European Commission. He helped to lead a Welsh Consortia of Universities and colleges to develop what is believed to be the UK's first fully University accredited M Level module in Initial Teacher Training for enterprise educators. Developing 'constructively aligned' assessment strategies for enterprise and entrepreneurship education are high on Andy's agenda.

Andy chairs the UK's Quality Assurance Agency's Graduate Enterprise and Entrepreneurship Group, a team that has put together expert guidance for all UK University educators. Andy is also a Distinguished Visiting Professor at the American University in Cairo, Visiting Professor at the University of Leeds and an Innovation Business Fellow of the Royal College of Art.

Recent publications include:


Penaluna, K., Penaluna A. & Jones, C. (2012) The Context of Enterprise Education: Insights into Current Practices. Education + Training, Emerald Publishing. Volume 26, No. 3, June, pp. 163 - 175


Penaluna, A & Penaluna, K., (2011) The Evidence So Far: Calling for Creative Industries Engagement With Entrepreneurship Education Policy and Development. In Entrepreneurship and the Creative Economy: Process, Policy and Practice, Colette Henry & Anne de Bruin (eds). Edward Elgar Publications

Rae, D., Penaluna, A. & Dhaliwal, H. (Winter 2011) Higher Education and graduate enterprise in the new era: should every student learn enterprise skills? Graduate Market Trends, Higher Education Careers Service. pp. 9 -11

Penaluna, A., Coates J. and Penaluna K., (2011) Creativity-Based Assessment and Neural Understandings: A Discussion and Case Study Analysis. Education + Training, Emerald Publishing, Volume 52, Issue 8/9, pp. 660 - 678


Penaluna, A. & Penaluna, K. (2009) Assessing Creativity; drawing from the experience of the UK's Creative Design Educators. Education + Training, Emerald Publishing, Volume 51, Numbers 8-9, pp. 718-732

Penaluna, A. & Penaluna, K. (2009) Creativity in Business, Business in Creativity, transdisciplinary curricula as an enabling strategy in enterprise education? Special issue of Industry and Higher Education on 'Entrepreneurship Education in an international context' Vol 23, No. 3

Recent peer reviewed conference contributions include:


Scott, J., Penaluna, A., Brooksbank, D. and Thompson, J. (2012) What's the impact?" A critical appraisal of how experiential pedagogy enhances the achievement of learning outcomes in entrepreneurship education modules. Proceedings of the 34th International Conference of the Institute for Small Business and Entrepreneurship, November, Dublin.

Penaluna, K., Penaluna A. (2012) Exploiting the Commercial Potential of Ideas: The Case for raising of IP in University Education. Proceedings of the 34th International Conference of the Institute for Small Business and Entrepreneurship, November, Dublin.

Jones, C., Matlay, H., Penaluna, A and Penaluna K. The Business Plan: A useful Tool or a Waste of Effort? Proceedings of the 34th International Conference of the Institute for Small Business and Entrepreneurship, November, Dublin.

Penaluna, A., Penaluna, K., Usei, C. and Griffiths, D. (2012) Enterprise Education Needs Enterprising Educators: Inspiring New Teachers through Formal Teacher Training Provision. 57th International Congress of Small Business World Conference. June, Wellington, New Zealand: Massey University


Penaluna, K., Jones, C. & Penaluna A. (2011) Towards an Understanding of the Global Context of Enterprise Education. Proceedings of the 33rd International Conference of the Institute for Small Business and Entrepreneurship, November, Sheffield.

(Shortlisted for best in track)

Penaluna, A., Matlay, H & Penaluna, K. (2011) Advertising facts: why enterprise education minus creativity won't work, British Academy of Management Conference, 13-15 Sept. Aston University.

Penaluna, A. (2011) Enhancing creativity and opportunity recognition in enterprise education through a practical understanding of cognitive neurology. Innovation, Creativity and Enterprise (ICE) Conference 2011: Curiosity and Imagination: Exploring the challenges and opportunities for teaching and learning in the 21st century. 5 April, Rolle Building, University of Plymouth


Penaluna, A., Matlay, H & Penaluna, K. (2010) 'Design Thinking' in entrepreneurship education: how transdisciplinary approaches add value, International Entrepreneurship Education and Training Conference, July, Arnhem, Holland.