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Palgrave Macmillan

Marketing in University-Industry Technological Collaboration

Communication and Research Commercialization

  • Book
  • © 2021

Overview

Authors:
  1. Malgorzata A. Grzegorczyk

    1. Nottingham Trent University, Nottingham, UK

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  • Explores the complex relationship between university-based innovation and industry

  • Provides a set of practical solutions and marketing tools to solve problems in commercialising research

  • Uses a global perspective, drawing on case studies from America, Asia and Europe

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Table of contents (4 chapters)

  1. Front Matter

    Pages i-xv
    Download chapter PDF

  2. Introduction

    • Malgorzata A. Grzegorczyk
    Pages 1-12

  3. The Role of Marketing in the Technology Transfer Process

    • Malgorzata A. Grzegorczyk
    Pages 13-42

  4. Managing Relations in Technology Transfer

    • Malgorzata A. Grzegorczyk
    Pages 43-68

  5. Marketing Communications in Research Commercialisation

    • Malgorzata A. Grzegorczyk
    Pages 69-80
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Keywords

About this book

This book explores the diverse roles that marketing can, and should, play in modern, twenty-first century technology transfer in university-industry collaborations. Using various marketing lenses, it takes readers through the challenges of technology transfer and commercialization of science-based innovations. It presents research based, but practice-focused, conclusions relating to marketing implementation at different stages of the commercialization process. The author suggests that marketing’s strategic role spans the whole process from idea generation, development, valuation, customer matching and marketization. Such approaches can improve the effectiveness of public money spent on research, university-industry cooperation, and research commercialization. The book will appeal to students, university teachers and researchers in a wide range of fields including: technology management, innovation, marketing, and science commercialization. It will also be of interest to those concerned directly with the practices of university technology transfer and commercialization, such as the employees, and leaders of technology transfer offices and researcher-entrepreneurs.

Authors and Affiliations

  • Nottingham Trent University, Nottingham, UK

    Malgorzata A. Grzegorczyk

About the author

Dr Malgorzata Anna Grzegorczyk is Senior Lecturer at Nottingham Business School, Nottingham Trent University, UK and Assistant Professor at University of Lodz, Poland.

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