Managing the University in Transition
Chapter 8: The Know-How Commercialisation Function
8.1 THE MARKET OF KNOW-HOW COMMERCIALISATION Before we can design the structure of the marketing department of the third generation university (3GU), we need to know which customer categories are being served. A university basically has three kinds of customers who can at the same time be its partners: 1. Large technology-based enterprises. In Chapter 4, we saw that many such enterprises, whether in traditional branches of industry or in information technology (IT) or life sciences, discontinued their pure scientiﬁc research while they still needed these activities to support their exploratory research. They are therefore interested in sharing pure scientiﬁc research with universities or farming them out altogether.148 Large enterprises are much less interested in cooperation concerning product and process development as they can carry out these activities themselves better and faster. Production ﬁrms. Companies that are not involved in fundamental change have no need for basic research and exploratory research or pure science. Their innovation eﬀorts focus on product and process development while they may need applied research occasionally. Young knowledge-based ﬁrms, either technostarters or young enterprises. Research is their raison d’être. They often stem from a pure science project and they need applied research as well as development activities. If they are successful and if they stay independent, they become large technology-based enterprises. 2. 3. The needs of the university’s clients and/or partners are depicted in Figure 8.1 (adapted from Figure 4.1). Let us now look at the market from the perspective of the...
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