| 書(shū)目名稱 | Marketing in University-Industry Technological Collaboration | | 副標(biāo)題 | Communication and Re | | 編輯 | Malgorzata A. Grzegorczyk | | 視頻video | http://file.papertrans.cn/625/624458/624458.mp4 | | 概述 | 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 | | 圖書(shū)封面 |  | | 描述 | 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.. | | 出版日期 | Book 2021 | | 關(guān)鍵詞 | science management; commercialisation; stakeholder relationship management; innovation validation; marke | | 版次 | 1 | | doi | https://doi.org/10.1007/978-3-030-83678-8 | | isbn_ebook | 978-3-030-83678-8 | | copyright | The Author(s), under exclusive license to Springer Nature Switzerland AG 2021 |
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