Plewa, C.Quester, P.Varey, R.2007-05-142007-05-14200412th International Colloquium in Relationship Marketing Conference Proceedings, 2004 / Varey, R. (ed./s), pp.CD-ROM 1-CD-ROM 13http://hdl.handle.net/2440/29368This 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.enrelationship marketingindividual/championuniversity-industry relationshipsrelationship development processConference paper002004143356297Plewa, C. [0000-0002-4570-0065]Quester, P. [0000-0001-6872-6973]