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Type: Conference paper
Title: Differences in perceived benefits from university-industry relationships
Author: Plewa, C.
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: ANZMAC
Publisher Place: CD ROM
Issue Date: 2005
ISBN: 064645546X
Conference Name: Australia and New Zealand Marketing Academy Conference (2005 : Fremantle, W.A.)
Editor: Purchase, S.
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
Appears in Collections:Aurora harvest 6
Business School publications

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