Revisiting “the shotgun wedding of industry and academia”—empirical evidence from Finland

Kati Suomi (), Päivikki Kuoppakangas, Jari Stenvall, Elias Pekkola and Jussi Kivistö
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Kati Suomi: University of Turku
Päivikki Kuoppakangas: Tampere University
Jari Stenvall: Tampere University
Elias Pekkola: Tampere University
Jussi Kivistö: Tampere University

International Review on Public and Nonprofit Marketing, 2019, vol. 16, issue 1, No 5, 102 pages

Abstract: Abstract The purpose of this study is to further our understanding of dilemmas facing the third mission of universities. Through this dilemma-related information, we aim to provide paths for universities to reconcile these dilemmas and adopt a more holistic approach to university marketing. In so doing, we revisit “the shotgun wedding of industry and academia” (Hampden-Turner 1990, pp. 201–221). The dilemmas detected in this study revolve around two pairs, namely: “Highlighting intrinsic value of research vs. highlighting instrumental value of research” and “focusing on international scientific publications vs. focusing on popularization of science”. More than 700 verbal answers given by Finnish doctorates to one pair of open-ended questions were qualitatively content-analysed. As its main novelty, the study adopts dilemma approach and focuses on perceptions of the neglected group of doctorates who have exited academia. The study suggests that universities adopt a more holistic marketing approach by devoting more effort to strengthening stakeholder relationships and co-production and improving science communication and related incentives.

Keywords: Dilemma; Knowledge transfer; Third mission; Knowledge economy; Marketing; Higher education; Universities (search for similar items in EconPapers)
Date: 2019
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DOI: 10.1007/s12208-019-00220-8

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