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Introducing a Science-to-Business Marketing Unit to University Knowledge and Technology Transfer Structures: Activities, Benefits, Success Factors
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Author(s): Thorsten Kliewe (Münster University of Applied Sciences, Science-to-Business Marketing Research Centre, Germany), Thomas Baaken (Münster University of Applied Sciences, Science-to-Business Marketing Research Centre, Germany)and Tobias Kesting (Münster University of Applied Sciences, Science-to-Business Marketing Research Centre, Germany)
Copyright: 2013
Pages: 22
Source title:
Academic Entrepreneurship and Technological Innovation: A Business Management Perspective
Source Author(s)/Editor(s): Anna Szopa (Jagiellonian University, Poland), Waldemar Karwowski (University of Central Florida, USA)and Patricia Ordóñez de Pablos (Universidad de Oviedo, Spain)
DOI: 10.4018/978-1-4666-2116-9.ch003
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Abstract
This chapter addresses two major challenges in academic entrepreneurship. First, rather than continuously questioning and improving the effectiveness and efficiency of their knowledge and technology transfer (KTT) program, universities often get stuck in their day-to-day business. Second, unlike businesses, most research organisations do not base their strategy and operational activities on their research customers’ demands, namely companies, and thus often miss to meet the needs of their market. Starting with a theoretical discussion on university structures and market orientation in KTT, this chapter presents the successful case of Münster University of Applied Sciences (MUAS) in Germany. Separating strategic, operational, and analytical-scientific activities, MUAS established a Science-to-Business Marketing Research Centre (S2BMRC) which conducts various activities to optimise relationships between academia and business based marketing principles. The chapter details the centre’s field of duties, benefits of having such a centre, and success factors in the formation and operation stage, thus giving insight for all those lacking a market-oriented KTT structure.
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