Partnership relations between universities and small innovative enterprises: co-marketing analysis

A. A. Maltseva (), I. N. Veselov () and E. V. Klyushnikova ()

University Management: Practice and Analysis, issue 5

Abstract: The proposed work is a research paper. The goal of this paper is to study the system of partner relationships between universities and small innovative enterprises from the perspective of co-marketing and the development of recommendations aimed at their improvement. These recommendations eventually contribute to the development of the commercialization of intellectual activity results of universities on the platform of innovative firms. The paper includes an analytical review of the dynamics of creation of university spin-offs in the Russian Federation at the present stage, the theoretical generalization and the author's understanding of the issues of co-marketing with respect to the dyad "University-innovative company", a description of the study made by the authors, including its main stages, hypotheses, questioning results of small innovative enterprises managers, as well as the results and conclusions. The methodological basis of the research are conceptual bases of co-marketing, as well as statistical methodology for testing the significance of hypotheses. The study found out that the co-marketing strategy in a dyad "university - innovative company" can provide much better results of activity of both actors, including the growth of customer loyalty. A university has the capacity to implement of substantial foundations of alliances in various areas of activity, including as part of the promotion of innovative products (services) of innovative companies. Herewith currently it is marked the lack of attention of universities to the problems of innovative companies. A set of measures which was designed in the paper can design the conditions for further development and creation of new innovative companies on the platform of universities. The value of the paper is in a fundamentally new interpretation of issues of creation of innovative companies by universities. The interpretation is based on the application of the concept of modern marketing, which is the most valuable to the specialized departments of universities in charge of public relations.

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Persistent link: https://EconPapers.repec.org/RePEc:adf:journl:y::id:33

DOI: 10.15826/umj.2016.105.045

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