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

ISBN-13: 9783030836771 / Angielski / Twarda / 2021 / 98 str.

Malgorzata A. Grzegorczyk

Spis treści

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

O autorze

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

Blurb

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 marketing’s 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.