Managing Relations in Technology Transfer

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

Chapter Chapter 3 in Marketing in University-Industry Technological Collaboration, 2021, pp 43-68 from Springer

Abstract: Abstract This chapter discusses the complexity of University-Industry Linkages (UIL) and emphasises the beneficial roles of relationship marketing and stakeholder management in technology transfer. The chapter investigates the role of social capitalsocial capital, the need for trust and the importance of cultural influences on university technology commercialization. It also examines the characteristics of a successful technology transfer relationship. As a first step, however, we shall progress from the linear Technology PushPushapproach, strategy, marketing and Market PullPull approaches to technology transfer to more interactive approaches based on networks of relations and open innovation. The discussion is enriched with quotes from interviews with TT experts representing leading American and Asian TT offices.

Keywords: University-industry links; Technological collaborations; Marketing; Open innovation; Relations; Relationship management; Technology transfer; Commercialisation of research results; Innovation models (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_3

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DOI: 10.1007/978-3-030-83678-8_3

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