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Type: Conference paper
Title: 'Champions' and university-industry relationships
Author: Plewa, C.
Quester, P.
Citation: 12th International Colloquium in Relationship Marketing Conference Proceedings, 2004 / Varey, R. (ed./s), pp.CD-ROM 1-CD-ROM 13
Part of: 12th International Colloquium in Relationship Marketing Conference Proceedings
Publisher: Waikato Management School
Publisher Place: CD-ROM
Issue Date: 2004
Conference Name: International Colloquium in Relationship Marketing (2004 : Hamilton, N.Z.)
Editor: Varey, R.
Abstract: This exploratory study examines the effect of individuals and their characteristics on the formation and management of university-industry relationships. While relationship marketing principles have been developed around private sector markets, this study seeks to explore business-to-business relationship practices between public and private sector institutions, more specifically between universities and industry. Following a literature review, a series of interviews is reported and analysed. Findings reveal the critical importance of individuals for all relationship development processes, possibly as a result of the organizational culture differences prevailing between university and industry. The paper concludes with recommendations for individuals engaged in university-industry relationships.
Keywords: relationship marketing
university-industry relationships
relationship development process
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Business School publications

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