000			02868nam a22003015i 4500
001			239196
003			ES-VaUE
005			20240306114307.0
007			cr nn 008mamaa
008			211006s2021 sz | o |||| 0|eng d
020			_a9783030836788
024	7		_a10.1007/978-3-030-83678-8 _2doi
040			_aES-VaU _bspa _cES-VaU _dES-VaU
050		4	_aHF4999.2-6182 _b2021 EB
100	1		_aGrzegorczyk, Malgorzata A. _eautor. _4aut _4http://id.loc.gov/vocabulary/relators/aut
245	0	0	_aMarketing in University-Industry Technological Collaboration : _bCommunication and Research Commercialization _cby Malgorzata A Grzegorczyk
250			_a1st ed. 2021.
264		1	_aCham _c2021 _bSpringer International Publishing
300			_a1 recurso en línea
336			_atexto _btxt _2rdacontent
337			_aelectrónico _bc _2rdamedia
338			_arecurso electrónico _bcr _2rdacarrier
505	0		_aIntroduction -- Chapter 1 The key to effective university-industry technology transfer and commercialisation. -Chapter 2 The complexity of university - industry relationships. - Chapter 3 - Customer discovery and innovation validation -- Chapter 4 - Marketing communications in research commercialization -- Chapter 5 Lessons and Recommendations.
520			_aThis 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. Dr Malgorzata Anna Grzegorczyk is Senior Lecturer at Nottingham Business School, Nottingham Trent University, UK and Assistant Professor at University of Lodz, Poland.
856	4	0	_uhttps://go.openathens.net/redirector/universidadeuropea.es?url=https://doi.org/10.1007/978-3-030-83678-8 _zAcceso a este recurso digital (usuarios Universidad Europea de Valencia)
942			_2lcc _cLE
988			_aSpringer_Business_2021
999			_c239196 _d239196