Marketing in university-industry technological collaboration : communication and research commercialization /

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 i...

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Bibliographic Details
Main Author: Grzegorczyk, Malgorzata A. (Author)
Format: eBook
Language:English
Published: Cham : Palgrave Macmillan, [2021]
©2021
Series:Palgrave pivot
Subjects:
Academic-industrial collaboration.
Technological innovations > Marketing.
Collaboration université-industrie.
technická inovácia
akademicko-priemyselná spolupráca
Electronic books.
ISBN:9783030836788, 3030836789
Online Access: Get full text
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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.

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