Relations Between Marketing and Innovation in Brazilian Universities

Abstract

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.

Marketing Myopia in Brazilian Public Universities: An Empirical Study Involving Academicians

“…However, researchers should look for a new type of marketing myopia in today's business environment, that is, the lack of vision for a broad social context in decision making (Smith et al, 2010). In this regard, the role of universities in the NSI began to require an understanding of the possible contributions of marketing, from research to commercialization of technologies (Malvezzi & Zambalde, 2013;Malvezzi et al, 2014;Sousa et al, 2015;Veroneze et al, 2017).…”

“…In turn, Brazil has adopted legislation on the intellectual property assigned to universities, inspired by the US model. However, its universities are just beginning the work of intellectual protection and commercialization of technologies, which has a long way to go to be fully realized (Sousa, Veroneze, Zambalde, & Bermejo, 2015;Stal & Fujino, 2016). Thus, in the Brazilian context, there is the challenge of transforming science into technology that reaches markets because universities are normally responsible for research but do not always have the same capacity for the development of marketable inventions.…”

“…This situation suggests that universities should expand their relationships and practices, as well as allow their professors, researchers, and academicians alternative forms of professional performance to meet the needs and desires of society and public and private organizations (Payumo et al, 2012;Sousa et al, 2015;Veroneze, 2016). From the perspective of marketing in Brazilian public universities, it can be a problem for the already developed technology to become an innovation.…”

“…In his classic article that suggests the myopia of marketing in companies, Levitt warns "the marketing effort is still viewed as a necessary consequence of the product -not vice versa, as it should be" (2004, p. 144). Thus, it becomes necessary to understand the perceptions of the researchers and/or professors in Brazilian public universities regarding marketing and their potential contributions to the process of innovation, development, and commercialization of technologies (Sousa et al, 2015;Veroneze, 2016;Veroneze, Zambalde, Sousa, & Rennó, 2017).…”

AS RELAÇÕES ENTRE A UNIVERSIDADE E O MERCADO SOB A PERSPECTIVA DO MARKETING: uma revisão sistemática de literatura

“…Entretanto, conforme Sousa et al (2015), no contexto acadêmico percebe-se uma lacuna de estudos de marketing, compreendendo o envolvimento das universidades com a sociedade de forma ampla e, especificamente com as empresas, para contribuir desde a pesquisa à comercialização de tecnologias. Neste trabalho busca-se responder ao seguinte problema: Quais são as relações, no âmbito da inovação, entre a universidade e o mercado através da perspectiva do marketing?…”