Marketing in University-Industry Technological Collaboration

This book explores the diverse roles that marketing can, and should, play inmodern, twenty-first century technology transfer in university-industrycollaborations. Using various marketing lenses, it takes readers through thechallenges of technology transfer and commercialization of science-basedinnovations. It presents research based, but practice-focused, conclusionsrelating to marketing implementation at different stages of the commercialization process. Theauthor suggests that marketing's strategic role spans the whole process fromidea generation, development, valuation, customer matching andmarketization. Such approaches can improve the effectiveness of public moneyspent on research, university-industry cooperation, and researchcommercialization. The book will appeal to students, university teachers andresearchers in a wide range of fields including: technology management,innovation, marketing, and science commercialization. It will also be of interestto those concerned directly with the practices of university technology transferand commercialization, such as the employees, and leaders of technologytransfer offices and researcher-entrepreneurs.