The Evolution of Marketing Influence in the Innovation Process: Toward a New Science-to-Business Marketing Model in Quadruple Helix

Szabolcs Prónay and Norbert Buzás ()

Journal of the Knowledge Economy, 2015, vol. 6, issue 3, 494-504

Abstract: It is well known about today’s knowledge-based economy that knowledge has become its key resource, and therefore new knowledge and innovation have become of central importance. However, we should not forget that knowledge creation is not the only engine of this economy. For regions, enterprises, and universities, it is not the creation of knowledge that signifies distinctive competitive advantage but the way they can apply this knowledge. As the social application of innovation has founded new approaches in recent years and the Triple Helix (Leydesdorff and Etzkowitz Science and Public Policy 23:279–286, 1996 ) and then the Quadruple Helix (Carayannis and Campbell International Journal of Technology Management 46(3/4):201–234, 2009 ) models have emerged, the related marketing tools have also had to change inevitably. Our article aims to review the connection points of innovation and marketing in the course of changes in the models of knowledge production and innovation on the one hand and provide an answer to the latest innovation-marketing challenges with an extended marketing mix model on the other. In our paper, we examined how marketing can support the involvement of the affected segment of society into today’s changed innovational context. Copyright Springer Science+Business Media New York 2015

Keywords: Early stage technology transfer; Science-to-business marketing; Quadruple helix; Academic innovation (search for similar items in EconPapers)
Date: 2015
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://hdl.handle.net/10.1007/s13132-015-0248-5 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:jknowl:v:6:y:2015:i:3:p:494-504

Ordering information: This journal article can be ordered from
http://www.springer.com/economics/journal/13132

DOI: 10.1007/s13132-015-0248-5

Access Statistics for this article

Journal of the Knowledge Economy is currently edited by Elias G. Carayannis

More articles in Journal of the Knowledge Economy from Springer, Portland International Center for Management of Engineering and Technology (PICMET)
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().