Marketing Communications in Research Commercialisation

Malgorzata A. Grzegorczyk ()
Additional contact information
Malgorzata A. Grzegorczyk: Nottingham Trent University

Chapter Chapter 4 in Marketing in University-Industry Technological Collaboration, 2021, pp 69-80 from Springer

Abstract: Abstract This chapter discusses some essential elements of marketing communication for successful university-industry research commercialisation. It considers challenges and barriers to inclusion of marketing in university-industry technology transfer. The reader is provided with important considerations for effective marketing communication geared to university-industry technology transfer? The chapter also addresses the characteristics of good communications in this context. The reader is reminded that fundamentally innovation is a people-centred activity and strong relations between people is central to innovation success.

Keywords: University-industry links; Technological collaborations; Commercialisation of research results; Marketing; Communications; Marketing strategies; Marketing tactics (search for similar items in EconPapers)
Date: 2021
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

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:sprchp:978-3-030-83678-8_4

Ordering information: This item can be ordered from
http://www.springer.com/9783030836788

DOI: 10.1007/978-3-030-83678-8_4

Access Statistics for this chapter

More chapters in Springer Books from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().