<abstract xmlns="http://www.w3.org/1999/xhtml"><p> The goal of this article is to answer the question in what way relational marketing and in particular, the concept of relational benefits, as well as quality of relation may influence the transfer of knowledge and technologies from universities to business. Another goal is to highlight significant, future directions of research in this area. Integration of the theory of relational marketing and technology transfer may create a new framework for fuller understanding of the ties between science and business. Research in this area may contribute to the expansion and development of the theory of relational marketing, which until now was limited to the analysis of relations within a single sector. The results of conducted research show that ties characterized by high relational engagement are common, recognized by both academic and business environment as precious and play an important role in stimulating innovations. The quality of relations and relational benefits may play an important role in building long-term ties between universities and the industry. Integration of behavioural theories with the theory of technology transfer may contribute to a better understanding of the behaviour of particular participants of the transfer on the individual level.</p></abstract>

The goal of this article is to answer the question in what way relational marketing and in particular, the concept of relational benefits, as well as quality of relation may influence the transfer of knowledge and technologies from universities to business. Another goal is to highlight significant, future directions of research in this area. Integration of the theory of relational marketing and technology transfer may create a new framework for fuller understanding of the ties between science and business. Research in this area may contribute to the expansion and development of the theory of relational marketing, which until now was limited to the analysis of relations within a single sector. The results of conducted research show that ties characterized by high relational engagement are common, recognized by both academic and business environment as precious and play an important role in stimulating innovations. The quality of relations and relational benefits may play an important role in building long-term ties between universities and the industry. Integration of behavioural theories with the theory of technology transfer may contribute to a better understanding of the behaviour of particular participants of the transfer on the individual level.

Relational Benefits and Quality of Relation — Towards Understanding of the Ties Between Science and Business

Marketing of Scientific and Research Organizations

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

The goal of this article is to answer the question in what way relational marketing and in particular, the concept of relational benefits, as well as quality...

Relational Benefits and Quality of Relation — Towards Understanding of the Ties Between Science and Business

Published Online: May 30, 2017

Page range: 1 - 15

DOI: https://doi.org/10.14611/minib.20.03.2016.07

Keywords
relational marketing, relational benefits, behavioral theories, technology transfer, commercialization, cooperation, university, company

© 2017

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

Relational Benefits and Quality of Relation — Towards Understanding of the Ties Between Science and Business

Published Online: May 30, 2017

Page range: 1 - 15

DOI: https://doi.org/10.14611/minib.20.03.2016.07

Keywordsrelational marketing, relational benefits, behavioral theories, technology transfer, commercialization, cooperation, university, company

© 2017

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

Keywords
relational marketing, relational benefits, behavioral theories, technology transfer, commercialization, cooperation, university, company