Marketing in University-Industry Technological Collaboration: Communication and Research Commercialization

Preface
Contents
Abbreviations
List of Figures
List of Tables
Chapter 1: Introduction
	1.1 Introduction
	1.2 Technology Transfer from University to Industry
	1.3 What Is the Role of Marketing in Technology Transfer?
	References
Chapter 2: The Role of Marketing in the Technology Transfer Process
	2.1 Innovation Models
	2.2 Technology Push
	2.3 Marketing in the Technology Push Approach
		2.3.1 Market Research Supports Technology Valuation
		2.3.2 Marketing at the Licensing Stage: The Promotion of Intellectual Property
		2.3.3 Limitations of the Push Approach to Technology Transfer
	2.4 Market Pull Innovation and Technology Transfer
	2.5 Marketing in the Market Pull Approach to TT
		2.5.1 Market Research and Relationship Marketing
	2.6 Conclusions
	2.7 Case Study
	References
		Websites
Chapter 3: Managing Relations in Technology Transfer
	3.1 Non-linear Models of University-Industry Collaboration
	3.2 The Complexity of Technology Transfer Relationships
	3.3 Internal Marketing in Support of Technology Transfer
	3.4 From Transactions to Relationships
	3.5 Relationship Marketing Supporting Technology Transfer
		3.5.1 Functional and Relational Benefits
		3.5.2 Quality of Relationships
		3.5.3 Maintaining Relations
	3.6 Conclusions
	References
Chapter 4: Marketing Communications in Research Commercialisation
	4.1 The Characteristics of Marketing Communications for Technology Transfer
	4.2 Marketing Communications in Different Types of Technology Transfer
	4.3 Marketing Strategies in Technology Transfer
	4.4 Marketing Tactics
	4.5 To Close
	References