"Digging Deeper" was launched with CUAS participation in Dublin

Book "Digging Deeper"
Waterways Ireland Visitor Center, the location of the book launch in Dublin
The authors James J. Kennelly, Finbarr Bradley and Dietmar Sternad with Rebecca March (Greenleaf Publishing).
The authors Finbarr Bradley, James J. Kennelly and Dietmar Sternad with Dr. Thomas Nader (Austrian Ambassador in Dublin) and Stephanie Winkler (Deputy Head of Mission of the Austrian embassy in Dublin).

The book “Digging Deeper: How Purpose-Driven Enterprises Create Real Value,” written by FH-Prof. Dietmar Sternad (Program Director of the International Business Management master’s program at CUAS), Prof. James J. Kennelly (Skidmore College, New York) and Dr. Finbarr Bradley (UCD, Dublin), published by Greenleaf, a leading global publisher in the field of sustainability, was presented to the public in a book launch in Dublin on February 13th, 2017.


In this book, the three authors from Austria, Ireland and the USA describe an emerging trend: many successful businesses no longer see making money as their superordinate goal. Instead, they focus on making meaning and embed an ethic of sustainability in everything they do. Making meaning, they find, is a greater motivator than making money. This book puts the spotlight on enterprises that serve people and the planet instead of exploiting them; it focuses on leaders who have a positive vision and implement this in innovative ways that contribute to human flourishing.

Digging Deeper reveals the basic principles of how enterprises that create real value operate and why they are successful. It’s a book that, unlike others in this sphere, unearths the roots of real value creation. The reader will recognize how six qualities neatly arranged in an easily understandable “6L”-framework (long-term orientation, lasting relationships, local roots, limits recognition, learning community and leadership responsibility) interact and contribute to building enterprises that create both societal value and sustainable profits for their owners.

On February 13th, 2017 the publishing house Greenleaf presented Digging Deeper to the international public at a book launch in Dublin. The launch was attended by Dr. Thomas Nader, the Austrian Ambassador in Dublin, Stephanie Winkler, Deputy Head of Mission, and Mag. Wilhelm Nest, the Austrian Trade Representative in Ireland.

Here are some voices from the international scientific community about the book:

  • “These inspiring stories show why a paradigm shift is needed in how we educate future business leaders. This book provides compelling arguments for why companies that create real value should be values-driven, putting purpose and integrity at the heart, not the margin.” (Rosa Chun, University College Dublin)
  • “The book supplies fascinating topics for discussion, deep inspiration for business people, and hope for everyone. A beautiful and important book!” (Julian Kölbel, MIT Sloan School of Management)
  • “A must read book for managers and students of management.” (Paul Shrivastava, John Molson School of Business, Concordia University)

More information about the book and order possibilities can be found under www.greenleaf-publishing.com/digging-deeper.