No abstract

Purpose This paper aims to research how technology transfer occurs, based on the Schumpeterian approach to innovation trilogy focusing on the interaction between the university and the company. Design/methodology/approach The methodology used for this study was the analysis of two cases with an exploratory and qualitative approach. The case study subjects were two Brazilian universities: University of Campinas (UNICAMP) and University of Vale do Rio dos Sinos (UNISINOS). Semi-structured interviews were used as the data collection technique, whereas content analysis was used as the analysis technique. Findings The main results showed the need of companies and universities to understand that working in collaborative technology research contributes to the transformation of applied research into technological innovations that can transform society. Research limitations/implications The research’s limitations were the unfeasibility of studying the government helix, the lack of clear and established processes within universities so that a comparison between the cases would be possible and the lack of access to technology contracts, as they are considered confidential. In addition, the use of two cases is considered a limitation, as it is not possible to generalize the conclusions pointed out by the study. Originality/value With this research, the authors were able to conclude that the university–industry interaction process has been improving, but it still needs to advance in organizational aspects. Some of the aspects to be considered are the adjustments for the institutions’ internal policies, the existing negotiations, the researchers’ behavior regarding the dissemination of the innovation culture and the performance of the technological innovation centers, which gradually are being trained to work in the market as well as in the university. It is necessary that primarily companies and universities understand that they must join efforts in collaborative technological research, so that the financial resources invested are not only accepted as published articles in qualified journals but also turn into technological innovations accepted by the market. All this investment must return as new products, services and technologies that generate local, regional, national and even international impact, implementing new types of businesses and new markets and yielding an economic impact in the country, thus generating innovation and social well-being.

A preocupao dos varejistas com a experincia do consumidor no ambiente de loja evidencia o emprego de tcnicas sempre mais avanadas, visando criar experincias interessantes para os consumidores no ambiente de loja. Estes esforos, no entanto, podem, por vezes, no estar alinhados com as demandas dos consumidores, os quais revelam que suas experincias em loja, em grande medida, so influenciadas por valores tradicionais. O presente estudo tem como objetivo analisar como a experincia do consumidor no varejo tem sido discutida em publicaes nos principais peridicos da rea. Foi realizada a anlise bibliomtrica da produo cientfica sobre experincia do cliente e experincia do consumidor no varejo. A opo pela bibliometria decorre da crescente necessidade de avaliar os avanos e o desenvolvimento da cincia e da tecnologia, nas diversas reas do conhecimento. Observou-se relevante concentrao das publicaes nos anos mais recentes, em especial em 2013, o que demonstra a crescente preocupao dos estudiosos de marketing com o comportamento do consumidor no ambiente de varejo. A experincia do consumidor como uma rea de pesquisa vem ganhando espao nos peridicos e se mostrando como uma rea importante de estudo para o marketing de servios, em especial no varejo. Com o amadurecimento desse campo de estudo, surgem novas tendncias de pesquisa e ampliao do escopo de anlise do comportamento do consumidor. Conhecer as recentes descobertas empricas trazidas pelos estudos poder criar novo espao de discusso, embasado em elementos concretos, estudados, analisados e estruturados.

Purpose-This paper aims to research how technology transfer occurs, based on the Schumpeterian approach to innovation trilogy focusing on the interaction between the university and the company. Design/methodology/approach-The methodology used for this study was the analysis of two cases with an exploratory and qualitative approach. The case study subjects were two Brazilian universities: University of Campinas (UNICAMP) and University of Vale do Rio dos Sinos (UNISINOS). Semi-structured interviews were used as the data collection technique, whereas content analysis was used as the analysis technique. Findings-The main results showed the need of companies and universities to understand that working in collaborative technology research contributes to the transformation of applied research into technological innovations that can transform society. Research limitations/implications-The research's limitations were the unfeasibility of studying the government helix, the lack of clear and established processes within universities so that a comparison between the cases would be possible and the lack of access to technology contracts, as they are considered confidential. In addition, the use of two cases is considered a limitation, as it is not possible to generalize the conclusions pointed out by the study. Originality/value-With this research, the authors were able to conclude that the university-industry interaction process has been improving, but it still needs to advance in organizational aspects. Some of the aspects to be considered are the adjustments for the institutions' internal policies, the existing negotiations, the researchers' behavior regarding the dissemination of the innovation culture and the performance of the technological innovation centers, which gradually are being trained to work in the market as well as in the university. It is necessary that primarily companies and universities understand that they must join efforts in collaborative technological research, so that the financial resources invested are not only accepted as published articles in qualified journals but also turn into technological innovations accepted by the market. All this investment must return as new products, services and technologies that generate local, regional,