Marketing in university-industry technological collaboration : communication and research commercialization / Malgorzata A. Grzegorczyk.
2021
LC1085 .G79 2021
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Details
Title
Marketing in university-industry technological collaboration : communication and research commercialization / Malgorzata A. Grzegorczyk.
ISBN
9783030836788 (electronic bk.)
3030836789 (electronic bk.)
9783030836771
3030836770
3030836789 (electronic bk.)
9783030836771
3030836770
Published
Cham : Palgrave Macmillan, [2021]
Copyright
©2021
Language
English
Description
1 online resource : illustrations
Item Number
10.1007/978-3-030-83678-8 doi
Call Number
LC1085 .G79 2021
Dewey Decimal Classification
378.1/035
Summary
This book explores the diverse roles that marketing can, and should, play in modern, twenty-first century technology transfer in university-industry collaborations. Using various marketing lenses, it takes readers through the challenges of technology transfer and commercialization of science-based innovations. It presents research based, but practice-focused, conclusions relating to marketing implementation at different stages of the commercialization process. The author suggests that marketings strategic role spans the whole process from idea generation, development, valuation, customer matching and marketization. Such approaches can improve the effectiveness of public money spent on research, university-industry cooperation, and research commercialization. The book will appeal to students, university teachers and researchers in a wide range of fields including: technology management, innovation, marketing, and science commercialization. It will also be of interest to those concerned directly with the practices of university technology transfer and commercialization, such as the employees, and leaders of technology transfer offices and researcher-entrepreneurs. Dr Malgorzata Anna Grzegorczyk is Senior Lecturer at Nottingham Business School, Nottingham Trent University, UK and Assistant Professor at University of Lodz, Poland.
Bibliography, etc. Note
Includes bibliographical references.
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Source of Description
Description based on print version record.
Series
Palgrave pivot.
Available in Other Form
MARKETING IN UNIVERSITY-INDUSTRY TECHNOLOGICAL COLLABORATION.
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Table of Contents
Introduction
Chapter 1 The key to effective universityindustry technology transfer and commercialisation. -Chapter 2 The complexity of university industry relationships.
Chapter 3 Customer discovery and innovation validation
Chapter 4 Marketing communications in research commercialization
Chapter 5 Lessons and Recommendations.
Chapter 1 The key to effective universityindustry technology transfer and commercialisation. -Chapter 2 The complexity of university industry relationships.
Chapter 3 Customer discovery and innovation validation
Chapter 4 Marketing communications in research commercialization
Chapter 5 Lessons and Recommendations.