Overview: 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 globalThis 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 mark
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