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Breaking silos with corporate relations SWAT teams

Author

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  • Girzadas, Gary

Abstract

In today’s complex business environment, universities and corporations relations (CR) departments operate in a fast-moving mix of players and opportunities, which includes corporate innovators and executives, start-ups and venture-capitalists, and other sophisticated actors. This creates business challenges rooted in the clash of cultures and mismatch of business objectives from both sides. One promising approach for managing this dynamic space involves rethinking CR’s role within the university and employing new types of flexible structures that can synchronise with a variety of other functions based on the desired outcomes of a given opportunity. These so-called ‘SWAT teams’ and ‘deal teams’ integrate CR into the university, enable greater efficiency and encourage proactivity in an uncertain environment. This paper explores the environment for corporate relationships, offers suggested new models and discusses concrete steps you can take to implement these organisational models.

Suggested Citation

  • Girzadas, Gary, 2018. "Breaking silos with corporate relations SWAT teams," Journal of Education Advancement & Marketing, Henry Stewart Publications, vol. 2(4), pages 302-311, March.
    • Handle: RePEc:aza:jeam00:y:2018:v:2:i:4:p:302-311
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    More about this item

    Keywords

    business development; corporate relations; development; advancement; industry partnerships; corporate engagement; university industry partnerships;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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