Skip to main content
SpringerLink
Log in
Book cover

International Conference on Electronic Government and the Information Systems Perspective

EGOVIS 2015: Electronic Government and the Information Systems Perspective pp 379–389Cite as

Relations Between Marketing and Innovation in Brazilian Universities

  • Conference paper

  • 1111 Accesses

Part of the book series: Lecture Notes in Computer Science ((LNISA,volume 9265))

Abstract

In the 21st century, the engine of economic development has been the knowledge and, the universities are increasingly being seen as key actors in this process. The interaction between the university and the market, promoted by the transfer of technology, has been the subject of several studies in the literature. However, few studies have worried on relating marketing with this process. From these studies it is suggested that the marketing exerts an important role in the understanding and development of technology transfer activities from Brazilian universities to the market. We propose, for such argument, a theoretical model of marketing from the view of Kotler and Keller [1], covering relationship marketing, integrated marketing, internal marketing and performance marketing. It was realized a theoretical essay from the review of published articles in Brazilian and international journals.

This is a preview of subscription content, log in via an institution.

Chapter
USD   29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD   39.99
Price excludes VAT (USA)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD   54.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Learn about institutional subscriptions

References

  1. Kotler, P., Keller, K.L.: Administração de marketing, 14th edn. Pearson Education do Brasil, São Paulo (2012)

    Google Scholar 

  2. Ristoff, D.: Os desafios da educação superior na Ibero-América: inovação, inclusão e qualidade. Avaliação: Revista da Avaliação da Educação Superior 18(3), 519–545 (2013)

    Article  Google Scholar 

  3. Santos, Dos, F.S.: Financiamento público das instituições federais de ensino superior – IFES um estudo da Universidade de Brasília – UnB. Dissertação (Mestrado) – Universidade de Brasília, Brasília (2013)

    Google Scholar 

  4. Sampat, B.B., Mowery, D.C., Ziedonis, A.: Changes in University Patent Qualiy after the Bayh-Dole Act: A Re-Examination. Int. J. Ind. Organ. 21, 1371–1390 (2003)

    Article  Google Scholar 

  5. Garnica, L.A., Oliveira, R.M., Torkomian, A.L.: Vitale. Propriedade intelectual e titularidade de patentes universitárias: um estudo piloto na Universidade Federal de São Carlos – UFSCar. In: Simpósio De Gestão Da Inovação Tecnológica, 24, 2004, Gramado. Anais… Gramado: Associação Nacional de Pós-Graduação e Pesquisa em Administração (2006)

    Google Scholar 

  6. Swamidass, P.M., Vulasa, V.: Why university inventions rarely produce income? Bottlenecks in university technology transfer. J. Technol. Transfer 34, 343–363 (2009)

    Article  Google Scholar 

  7. Dalmarco, G., et al.: Universities’ intellectual property: path for innovation or patent competition? J. Technol. Manage. Innov. 6, 159–170 (2011)

    Article  Google Scholar 

  8. Dias, A.A., Porto, G.S.: Como a USP transfere tecnologia? Organizações & Sociedade 21(70), 489–507 (2014)

    Article  Google Scholar 

  9. de Malvezzi, F.A., Zambalde, A.L., de Rezende, D.C.: Marketing de Patentes à Inovação Um Estudo Multicaso em Universidades Brasileiras. Revista Brasileira de Marketing 13(5), 109–123 (2014). e-ISSN: 2177-5184

    Article  Google Scholar 

  10. Stal, E., Fujino, A.: RAI:revistade administração e inovação. As Relações Universidade-Empresa No Brasil Sob A Ótica Da Lei De Inovação 2(1), 5–19 (2005). doi:10.5585/rai.v2i1.30

    Article  Google Scholar 

  11. Garnica, L.A., Torkomian, A.L.V.: Gestão de tecnologia em universidades: uma análise do patenteamento e dos fatores de dificuldade e de apoio à transferência de tecnologia no Estado de São Paulo. Gestao & Produção 16(4), 624–638 (2009)

    Article  Google Scholar 

  12. Amadei, J.R.P., Torkomian, A.L.V.: As patentes nas universidades: análise dos depósitos das universidades públicas paulistas. Ciência da Informação 38(2), 9–18 (2009)

    Article  Google Scholar 

  13. Mowery, D.C., Nelson, R.R., Sampat, B.N., Ziedonis, A.A.: The growth of patenting and licensing by US universities: an assessment of the effects of the Bayh-Dole act of 1980. Res. Policy 30(1), 99–119 (2001)

    Article  Google Scholar 

  14. O’shea, R.P., Chugh, H., Allen, T.J.: Determinants and consequences of university spinoff activity: a conceptual framework. J. Technol. Transfer 33(6), 653–666 (2008)

    Article  Google Scholar 

  15. Phan, P., Siegel, D.S.: The effectiveness of university technology transfer. Foundations and Trends in Entrepreneurship, 2(2), 77–144 (2006)

    Article  Google Scholar 

  16. Curi, C., Daraio, C., Llerena, P.: University technology transfer: how (in) efficient are French universities?. Cambridge Journal of Economics, p. bes020 (2012)

    Google Scholar 

  17. Henderson, R., Jaffe, A.B., Trajtenberg, M.: Universities as a source of commercial technology: a detailed analysis of university patenting, 1965–1988. Rev. Econ. Stat. 80(1), 119–127 (1998)

    Article  Google Scholar 

  18. AUTM. Association of University Technology Managers (2010). http://www.autm.net/FY_2010_Licensing_Survey/9337.htm

  19. Siegel, D.S., Waldman, D.A., Atwater, A.N., Link, A.N.: Toward a model of the effective transfer of scientific knowledge from academicians to practitioners: qualitative evidence from the commercialization of university technologies. J. Eng. Technol. Manage. 21(1), 115–142 (2004)

    Article  Google Scholar 

  20. Siegel, D.S., Phan, P.: Analyzing the effectiveness of university technology transfer: implications for entrepreneurship education. Adv. Study Entrepreneurship, Innov. Econ. Growth 16, 1–38 (2005)

    Article  Google Scholar 

  21. Póvoa, L.M.C., Rapini, M.S.: Technology transfer from universities and public research institutes to firms in Brazil: what is transferred and how the transfer is carried out. Sci. Public Policy 37(2), 147–159 (2010)

    Article  Google Scholar 

  22. Couto, A.: Universidade e sistemas regionais de inovação – da periferia para o centro da dinâmica económica?. Tese (Doutorado). Universidade da Beira Interior, Covilhã (2000)

    Google Scholar 

  23. Jensen, R., Thursby, M.: Proofs and prototypes for sale: The licensing of university inventions. Am. Econ. Rev., pp. 240 − 259 (2001)

    Article  Google Scholar 

  24. Fujino, A., Stal, E.: Gestão da propriedade intelectual na universidade pública brasileira: diretrizes para licenciamento e comercialização. Revista de Negócios 12(1), 104–120 (2007)

    Article  Google Scholar 

  25. Perucchi, V., Mueller, S.P.M.: Estudo com as patentes produzidas e o perfil dos inventores dos Institutos Federais de Educação. Ciência e Tecnologia. RDBCI 12(1), 191–213 (2014)

    Google Scholar 

  26. Dias, A.A., Porto, G.S.: Gestão de transferência de tecnologia na Inova Unicamp. RAC. Rio de Janeiro 17(3), 263–284 (2013)

    Google Scholar 

  27. Jaakkola, M., Moller, K., Parvinen, P., Evanschitzky, H., Muhlbacher, H.: Strategic marketing and business performance A study in three European ‘engineering countries’. Ind. Mark. Manage. 39(8), 1300–1310 (2010)

    Article  Google Scholar 

  28. American Marketing Association AMA definition of marketing (2007). https://www.ama.org/AboutAMA/Pages/Definition-of-Marketing.aspx

  29. do Zandberg, M.C.: A importância da gestão de marketing em empresa inovadora: estudo de empresa do Prime-Programa Primeira Empresa Inovadora. Dissertação (Mestrado) – Escola Brasileira de Administração Pública e de Empresas, Fundação Getúlio Vargas, Rio de Janeiro (2012)

    Google Scholar 

  30. Brettel, M., Heinemann, F., Engelen, A., Neubauer, S.: Cross-Functional Integration of R&D, Marketing, and Manufacturing in Radical and Incremental Product Innovations and Its Effects on Project Effectiveness and Efficiency. J. Prod. Innov. Manage 28(2), 251–269 (2011)

    Article  Google Scholar 

  31. Čater, B., Zabkar, V., Čater, T.: Commitment In Marketing Research Services: Two Alternative Models. J. Bus. Econ. Manage. 12(4), 603–628 (2011)

    Article  Google Scholar 

  32. Huang, M., Chen, M.Y.: Internal Marketing, customer orientation, and organizational commitment: moderating effects of work status. Psychol. Rep. 113(1), 180–198 (2013)

    Article  Google Scholar 

  33. Gounaris, S.P.: Internal-market orientation and its measurement. J. Bus. Res. 59(4), 432–448 (2006)

    Article  Google Scholar 

  34. Mumel, D., Hocevar, N., Snoj, B.: How marketing communications correlates with business performance. J. Appl. Bus. Res. (JABR), 23(2) (2011)

    Google Scholar 

  35. Bradley, S.R., Hayter, C.S., Link, A.: Models and methods of university technology transfer. Found. Trends Entrepreneurship, 9(6) (2013)

    Article  Google Scholar 

  36. de Malvezzi, F.A.: Marketing de patentes à inovação: um estudo multicaso em universidades brasileiras (2013)

    Google Scholar 

  37. Costa, P.R., Porto, G.S., Plonski, G.A.: Gestão da cooperação universidade-empresa nas multinacionais brasileiras. Revista de Administração e Inovação. 7(3), 150–173 (2010)

    Google Scholar 

Download references

Acknowledgement

The authors thank the Minas Gerais State Foundation for Research Development (FAPEMIG), the Brazilian Council for Scientific, Technological Development (CNPq) and Federal University of Lavras for their financial support.

Author information

Authors and Affiliations

  1. Federal University of Lavras, Lavras, Minas Gerais, Brasil

    Dalton de Sousa, Ricardo Braga Veroneze, André Luiz Zambalde & Paulo Henrique de Souza Bermejo

Authors
  1. Dalton de Sousa
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Ricardo Braga Veroneze
    View author publications

    You can also search for this author in PubMed Google Scholar

  3. André Luiz Zambalde
    View author publications

    You can also search for this author in PubMed Google Scholar

  4. Paulo Henrique de Souza Bermejo
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Ricardo Braga Veroneze .

Editor information

Editors and Affiliations

  1. Corvinus University of Budapest, Budapest, Hungary

    Andrea Kő

  2. Institute of Legal Information Theory and Techniques, Florence, Italy

    Enrico Francesconi

Rights and permissions

Reprints and permissions

Copyright information

© 2015 Springer International Publishing Switzerland

About this paper

Cite this paper

de Sousa, D., Veroneze, R.B., Zambalde, A.L., de Souza Bermejo, P.H. (2015). Relations Between Marketing and Innovation in Brazilian Universities. In: Kő, A., Francesconi, E. (eds) Electronic Government and the Information Systems Perspective. EGOVIS 2015. Lecture Notes in Computer Science, vol 9265. Springer, Cham. https://doi.org/10.1007/978-3-319-22389-6_27

Download citation

  • DOI: https://doi.org/10.1007/978-3-319-22389-6_27

  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-319-22388-9

  • Online ISBN: 978-3-319-22389-6

  • eBook Packages: Computer ScienceComputer Science (R0)

Publish with us

Policies and ethics

Search

Navigation