Abstract:

The effective knowledge and technology transfer as well as commercialization of university´ research activity outputs improve and change the relations between universities and business environment to the closer collaboration and to the partnership. The partnership is one part of business model on the both sides – university and business and is connected with tools mix in science to business (S2B) marketing.

The aim of this exploratory paper is to shed some light on the university-business partnership by reviewing how the selected universities from different countries and regions approach to the R&D partnership.
The analysis and comparison are based on the multi-criteria analysis of the partnership between university and business environment by four criterion: a) visibility and non-ambiguity of suitable abilities and competences, b) excellence, c) proximity, d) strategic engagement.

The paper describes how the selected universities emphasized their commitment to partnership. A preliminary Internet survey revealed that the selected universities addressed some of the issues associated with the partnerships in their reports. With this in mind, the authors conducted two search procedures. Firstly, they undertook an Internet search using the key phrases, university-businesses partnership and S2B marketing at the universities, using Google as the search engine. This search revealed that the selected universities had posted partnership or S2B information. Secondly, the authors then manually searched the most recent of these reports to learn how the selected companies had addressed their approach to partnership between universities and businesses.

The results show that university´ visibility and clarity of appropriate skills and competences are determined by clearly defined portfolio of research development and innovation services or technology and knowledge transfer. All analysed universities are characterized by unique aspects, motivating factors and significant awards in relation to their work, whether in the field of education or research. Not only internal but also external partners of universities can see an advantage in bringing together research centers, workplaces and laboratories and various research and development support institutions in one place. In addition, the geographical proximity of the university research infrastructure and the industrial partner is one of the positive aspects of the partnership's existence.

Keywords:

Triple helix, university, business, partnership, S2B marketing, visibility, excellence, proximity, strategic engagement.