Marketing in University-Industry Technological Collaboration: Communication and Research Commercialization

By Malgorzata A. Grzegorczyk

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

This chapter presents Nottingham BioCity, UK case study and examples of Segmentum Analysis, UK and FindAir, Poland.

Chapter 4 - Marketing communications in research commercialization

This chapter discusses elements of integrated marketing communications that are key for research commercialization like: segmentation, targeting and positioning, source credibility, message, language and tone. It focuses on the importance of strategic marketing planning and presents some communications tools specific for university innovations marketing.

The chapter presents toolkit text boxes/figures concerning:

Strategic marketing planning frameworks B2B communications characteristics Perceptions Product characteristics vs customer benefits

This chapter presents IntoDNA case study.

Chapter 5 Lessons and Recommendations

• Format: Hardcover
• Language: English
• ISBN: 3030836770
• ISBN13: 9783030836771
• Release Date: October 2021
• Publisher: Palgrave MacMillan
• Length: 80 Pages
• Weight: 0.59 lbs.
• Dimensions: 0.3" x 5.8" x 8.3"