001440226 000__ 03707cam\a2200541\i\4500
001440226 001__ 1440226
001440226 003__ OCoLC
001440226 005__ 20230309004549.0
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001440226 007__ cr\un\nnnunnun
001440226 008__ 211009s2021\\\\sz\a\\\\ob\\\\000\0\eng\d
001440226 019__ $$a1274058391$$a1274126269
001440226 020__ $$a9783030836788$$q(electronic bk.)
001440226 020__ $$a3030836789$$q(electronic bk.)
001440226 020__ $$z9783030836771
001440226 020__ $$z3030836770
001440226 0247_ $$a10.1007/978-3-030-83678-8$$2doi
001440226 035__ $$aSP(OCoLC)1273968811
001440226 040__ $$aYDX$$beng$$erda$$epn$$cYDX$$dGW5XE$$dUKMGB$$dOCLCO$$dOCLCQ$$dOCLCO$$dN$T$$dUKAHL$$dOCLCQ
001440226 049__ $$aISEA
001440226 050_4 $$aLC1085$$b.G79 2021
001440226 08204 $$a378.1/035$$223
001440226 1001_ $$aGrzegorczyk, Malgorzata A.,$$eauthor.
001440226 24510 $$aMarketing in university-industry technological collaboration :$$bcommunication and research commercialization /$$cMalgorzata A. Grzegorczyk.
001440226 264_1 $$aCham :$$bPalgrave Macmillan,$$c[2021]
001440226 264_4 $$c©2021
001440226 300__ $$a1 online resource :$$billustrations
001440226 336__ $$atext$$btxt$$2rdacontent
001440226 337__ $$acomputer$$bc$$2rdamedia
001440226 338__ $$aonline resource$$bcr$$2rdacarrier
001440226 4901_ $$aPalgrave pivot
001440226 504__ $$aIncludes bibliographical references.
001440226 5050_ $$aIntroduction -- 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.
001440226 506__ $$aAccess limited to authorized users.
001440226 520__ $$aThis 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.
001440226 588__ $$aDescription based on print version record.
001440226 650_0 $$aAcademic-industrial collaboration.
001440226 650_0 $$aTechnological innovations$$xMarketing.
001440226 650_6 $$aCollaboration université-industrie.
001440226 655_0 $$aElectronic books.
001440226 77608 $$iPrint version:$$aGRZEGORCZYK, MALGORZATA A.$$tMARKETING IN UNIVERSITY-INDUSTRY TECHNOLOGICAL COLLABORATION.$$d[S.l.] : PALGRAVE MACMILLAN, 2021$$z3030836770$$w(OCoLC)1259586595
001440226 830_0 $$aPalgrave pivot.
001440226 852__ $$bebk
001440226 85640 $$3Springer Nature$$uhttps://univsouthin.idm.oclc.org/login?url=https://link.springer.com/10.1007/978-3-030-83678-8$$zOnline Access$$91397441.1
001440226 909CO $$ooai:library.usi.edu:1440226$$pGLOBAL_SET
001440226 980__ $$aBIB
001440226 980__ $$aEBOOK
001440226 982__ $$aEbook
001440226 983__ $$aOnline
001440226 994__ $$a92$$bISE