Bettina Maisch is a professor of entrepreneurship whose work centers on life design approaches in entrepreneurship and entrepreneurship education. Her research advances two complementary directions. First, she supports entrepreneurs in becoming sustainable leaders capable of leading themselves, their stakeholders, and their organizations responsibly in contexts of uncertainty and complexity. Second, she enables individuals beyond entrepreneurship to apply entrepreneurial thinking and action as a means to consciously design their lives, careers, and roles in society.

Integrating systems thinking, effectuation, positive psychology, and design thinking, her work examines how entrepreneurial agency can contribute to meaningful, resilient, and responsible forms of value creation. Positioned at the intersection of education, research, and practice, she explores how life design approaches strengthen personal sustainability while fostering broader systemic impact across profit, people, and planet. Her teaching and scholarship aim to empower changemakers to navigate complexity with clarity, responsibility, and purpose.

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