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The Role of Marketing in the Technology Transfer Process

In: Marketing in University-Industry Technological Collaboration

Author

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  • Malgorzata A. Grzegorczyk

    (Nottingham Trent University)

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.

Suggested Citation

  • Malgorzata A. Grzegorczyk, 2021. "The Role of Marketing in the Technology Transfer Process," Springer Books, in: Marketing in University-Industry Technological Collaboration, chapter 0, pages 13-42, Springer.
    • Handle: RePEc:spr:sprchp:978-3-030-83678-8_2
    DOI: 10.1007/978-3-030-83678-8_2
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    Cited by:

    1. Kim, Jong-Seok & Kim, Byung-Keun, 2022. "Examining different technology transfer capabilities and their counterpart works from two different positions," Technology in Society, Elsevier, vol. 68(C).

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