Titlebook: Marketing in University-Industry Technological Collaboration; Communication and Re Malgorzata A. Grzegorczyk Book 2021 The Author(s), under

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https://doi.org/10.1007/978-3-030-83678-8science management; commercialisation; stakeholder relationship management; innovation validation; marke

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Managing Relations in Technology Transfer, however, we shall progress from the linear Technology Push and Market Pull approaches to technology transfer to more interactive approaches based on networks of relations and open innovation. The discussion is enriched with quotes from interviews with TT experts representing leading American and Asian TT offices.

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The Role of Marketing in the Technology Transfer Process, marketing in TT, the chapter considers the role and position of marketing in Push and Pull approaches to university-industry technology transfer. The discussion is enriched with quotes from interviews with TT experts representing leading American and Asian technology transfer offices.

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Introduction,ffices is described and the potential role of marketing in such functions is discussed. Finally, the book is a synthesis of the results of various studies carried out between 2011 and 2020, the chapter provides some details about the research.

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