| 书目名称 | Marketing in University-Industry Technological Collaboration | | 副标题 | Communication and Re | | 编辑 | Malgorzata A. Grzegorczyk | | 视频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 | | 图书封面 |  | | 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 | | 关键词 | 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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