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|Title:||Differences in perceived benefits from university-industry relationships|
|Citation:||Proceedings of the Australia and New Zealand Marketing Academy Conference, 2005 / Purchase, S. (ed./s), pp.108-114|
|Part of:||Proceedings of the Australia and New Zealand Marketing Academy Conference|
|Publisher Place:||CD ROM|
|Conference Name:||Australia and New Zealand Marketing Academy Conference (05 Dec 2005 : Fremantle, Western Australia)|
|Abstract:||Universities and industry organisations, while traditionally largely separated, today unite their research efforts to compete in today’s marketplace. While the importance of these relationships is increasing rapidly in most developed countries with a large number of linkages failing, little is known on potential benefits motivating universities and organisations to enter into relationships. This study builds on calls in both the relationship marketing and the technology transfer literature to further our understanding of benefits sought by both parties in a relationship dyad. Qualitative and quantitative methods are used to identify most important benefits and confirm significant differences in the benefits both parties seek from auniversity-industry relationship.|
|Keywords:||benefits; university-industry relationships; differences; motivation|
|Appears in Collections:||Business School publications|
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