Marketing in University-Industry Technological Collaboration

Introduction

 

Chapter 1  The key to effective university-industry technology transfer and commercialisation.



This chapter will explain the motivation for a study of marketing in university - industry tech transfer and commercialisation context.

 

Chapter 2  The complexity of university - industry relationships.



This chapter discusses the complexity of UI relations and emphasises the beneficial roles of relationship marketing and stakeholders management. It considers the economics of relationships, the role of social capital, trust and cultural influences as well as the characteristics of a successful relationship in technology commercialization.

The chapter presents toolkit text boxes/figures concerning:

• The relationship marketing framework
• The relationship cycle
• Stakeholders' maps

 

This chapter centres on the author's Texas A&M University case study. 



Chapter 3 - Customer discovery and innovation validation

 Marketing is perceived by many researchers as an element of the last stages of research commercialization to communicate benefits of created product to the market. We argue that in research commercialization an early validation of the value proposition might lead to strategic changes in the research directions and business concept. It can improve effectiveness of public money expenditures on research, university-industry cooperation, research commercialization and support for start-ups.



 The chapter presents toolkit text boxes/figures concerning:

• Idea validation - quick look
• Customer insights
The customer problem matrix
• Consumer persona
• Value proposition creation

 

Dr Malgorzata Anna Grzegorczyk is Senior Lecturer at Nottingham Business School, Nottingham Trent University, UK and Assistant Professor at University of Lodz, Poland.