Introduction

Malgorzata A. Grzegorczyk ()
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Malgorzata A. Grzegorczyk: Nottingham Trent University

Chapter Chapter 1 in Marketing in University-Industry Technological Collaboration, 2021, pp 1-12 from Springer

Abstract: Abstract This chapter introduces key aspects and challenges of marketing in University-Industry Technology TransferTechnology Transfer. It discusses some essential motivations behind studying marketing concepts supporting the transfer and commercialisation of university originated innovations. The role of Technology Transfer OfficesTechnology Transfer Offices is described and the potential role of marketing in such functions is discussed. Finally, the book is a synthesis of the results of various studies carried out between 2011 and 2020, the chapter provides some details about the research.

Keywords: University-Industry links; Commercialisation of research results; Technology Transfer; Marketing; Customer focus; User engagement; Stanford UniversityStanford University; IPIRAIPIRA; UC Berkeley (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-030-83678-8_1

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DOI: 10.1007/978-3-030-83678-8_1

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