The Role of Marketing in the Technology Transfer Process

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

Chapter Chapter 2 in Marketing in University-Industry Technological Collaboration, 2021, pp 13-42 from Springer

Abstract: Abstract In this chapter we introduce a range of models of innovation and their links to university-industry technology transfer. We explore linear modelslinear models starting with the original science and technology pushpush approach, before moving on to consider aspects of market and user pullpull. We close the chapter with a consideration of more sophisticated, but still essentially linear models, such as coupled models. This chapter explains how shifting marketing efforts from IP promotion to market research and relationship marketing at early stages of TT can improve TTO productivity. Trying to understand the role of marketing in TT, the chapter considers the role and position of marketing in PushPush and PullPull approaches to university-industry technology transfer. The discussion is enriched with quotes from interviews with TT experts representing leading American and Asian technology transfer offices.

Keywords: University-industry links; Marketing; Innovation models; Pushpush; Pullpull; Technology Transfer; Commercialisation of research results; Technological collaborations; Intellectual property (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_2

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DOI: 10.1007/978-3-030-83678-8_2

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