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A. Moreno1, H. Calderón-García2, T. Fayos-Gardó2

1Stockholm Business School. Stockholm University (SWEDEN)
2Universidad de Valencia, Facultad de Economía (SPAIN)
Analysing the Universities history it is detected that its activities have not always been developed in close relationship with industry. Society and Governments are requiring more active participation from Universities since it is one way to obtain competitive advantages [1] which is important for industry and countries.

Innovation and competitive advantages are values co-created between Universities and Industries that work together in relationship marketing. Recently, value co-creation has been stated as the result of a joint and collaborative activity developed between a consumer and a service employee, for co-creating value [2].

Relationship marketing is characterized for productive and effective relational exchanges. University-Industry relationships have existed under centuries and have been huge important since them have encouraged value co-creation for diverse stakeholders [3].

As a result, University-Industry marketing relationships are important for the co-created values that fulfil the stakeholders’ needs, and allow the incorporation of Higher Education Institutions to economic and social environments and promote regional development and competitiveness [4]. Due to the relevance of value co-creation in University-Industry relationships, researchers have been interested on detecting significant relational variables in this interactions, and highlight the importance of keeping studying them but in developing countries where few studies have been conducted [4]. To cover this gap, the purpose of this paper is to make contributions to marketing theory by detecting new relational variables important in successful University-Industry marketing relationships, the research is made in Colombia, an emerging country.

To get the answers, a model was designed to study value co-creation in University-Industry marketing relationships and that includes analysis of relational variables is used. Concerning the methodology, an exploratory, qualitative research approach, by a multiple case study method is applied. A progressive approach [5] using a CAQDAS software is implemented to ensure research reliability, and transferability of the research results.

Results and suggestions to managers and governments, interested in improving their competitive advantages by implementing successful relationship marketing where value co-creation is the ideal outcome, will be presented.

[1] Vega Jurado, J.M., Manjarres Henriquez, L.A., Castro-Martínez, E., & Fernández de Lucio, I. (2011). Las relaciones universidad-empresa: tendencias y desafíos en el marco del Espacio Iberoamericano del conocimiento. Revista Iberoamericana de Educación, 57, 109-124.
[2] Neghina, C., Caniëls, M. C., Bloemer, J. M., & van Birgelen, M. J. (2015). Value cocreation in service interactions Dimensions and antecedents. Marketing Theory, 15(2), 221-242.
[3] Frasquet, M., Calderón, H., & Cervera, A. (2012). University–industry collaboration from a relationship marketing perspective: An empirical analysis in a Spanish University. Higher Education, 64(1), 85-98
[4] Dueñas Quintero, D. M., & Duque Oliva, E. J. (2015). Quality of university-industry relations: an analysis from the perspective of relationship marketing in Boyacá (Colombia). Pensamiento & Gestión, (38), 147-175.
[5] Sinkovics, R. R., & Alfoldi, E. A. (2012). Progressive focusing and trustworthiness in qualitative research. Management International Review, 52(6), 817-845.