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Appears in:
Pages: 1300-1306
Publication year: 2016
ISBN: 978-84-617-5895-1
ISSN: 2340-1095
doi: 10.21125/iceri.2016.0129

Conference name: 9th annual International Conference of Education, Research and Innovation
Dates: 14-16 November, 2016
Location: Seville, Spain

UNIVERSITY-INDUSTRY VALUE CO-CREATION THROUGH RELATIONSHIP MARKETING

B.A. Moreno de Castro1, H. Calderón2, T. Fayos2

1Universidad de Ibagué (COLOMBIA)
2Universitat de València (SPAIN)
In this globalized world not only companies but also Higher Education organizations despite their particular characteristics, should be aware of the environmental transformations influencing their markets to make adaptations according to their changing needs in order to satisfy the dynamic needs of their stakeholders. Research has shown that some companies have obtained competitive advantage through the establishment of long-term relational ties with their stakeholders, relationships characterized by dialogic communication that allows value co-creation. Therefore, aspects like teaching methods, academic offer, and the relationships universities practice with their stakeholders require a shift to make it possible for them to co-create value in cooperation with students, companies, and society as a whole [1].

The importance of promoting university-industry relationships for the sustainability of both organizations in an increasingly dynamic world is that through knowledge sharing their competitive advantages are strengthened, and that the outcome of this exchange becomes an input for innovation and economic growth [2], which influences the development of society. However, as these relationships are not very common academics invite universities to adopt the relationship marketing approach as a management strategy.

On the other hand, although there are few academic research on value co-creation as a result from the relationship marketing practice in the University-Industry context, some authors have shown some outcomes from University-Industry relationships, as knowledge transfer, applied research, etc.[3].

In addition, as in the relationship marketing in B2B (Business-to-business) and B2C (Business-to-Consumer), there are some mechanisms, drivers, or variables detected by researches in the University-Industry relationships that moderate the actor’s success and also influence the relationships performance (e.g. trust, commitment, understanding, communication, collaboration, conflict, and leadership).

In this order of ideas, through literature review from different academic disciplines, the aim of this paper is to propose a new model useful to discover, interpret, contrast and classify the values that are co-created through the practice of the relationship marketing strategy in the University-Industry context, having into account the variables determining these relationships. In addition, the work will make methodological proposals to test the model in different cultural and business environments.

References:
[1] Judson, K. M., & Taylor, S. A. (2014). Moving from marketization to marketing of higher education: The co-creation of value in higher education. Higher Education Studies, 4(1), pp.51.
[2] Galán‐Muros, V., & Plewa, C. (2016). What drives and inhibits university‐business cooperation in Europe? A comprehensive assessement. R&D Management, 46(2), pp. 369-382.
[3] Perkmann, M., Tartari, V., McKelvey, M., Autio, E., Broström, A., D’Este, P., & Krabel, S. (2013). Academic engagement and commercialisation: A review of the literature on university–industry relations. Research Policy, 42(2), pp. 423-442.
@InProceedings{MORENODECASTRO2016UNI,
author = {Moreno de Castro, B.A. and Calder{\'{o}}n, H. and Fayos, T.},
title = {UNIVERSITY-INDUSTRY VALUE CO-CREATION THROUGH RELATIONSHIP MARKETING},
series = {9th annual International Conference of Education, Research and Innovation},
booktitle = {ICERI2016 Proceedings},
isbn = {978-84-617-5895-1},
issn = {2340-1095},
doi = {10.21125/iceri.2016.0129},
url = {http://dx.doi.org/10.21125/iceri.2016.0129},
publisher = {IATED},
location = {Seville, Spain},
month = {14-16 November, 2016},
year = {2016},
pages = {1300-1306}}
TY - CONF
AU - B.A. Moreno de Castro AU - H. Calderón AU - T. Fayos
TI - UNIVERSITY-INDUSTRY VALUE CO-CREATION THROUGH RELATIONSHIP MARKETING
SN - 978-84-617-5895-1/2340-1095
DO - 10.21125/iceri.2016.0129
PY - 2016
Y1 - 14-16 November, 2016
CI - Seville, Spain
JO - 9th annual International Conference of Education, Research and Innovation
JA - ICERI2016 Proceedings
SP - 1300
EP - 1306
ER -
B.A. Moreno de Castro, H. Calderón, T. Fayos (2016) UNIVERSITY-INDUSTRY VALUE CO-CREATION THROUGH RELATIONSHIP MARKETING, ICERI2016 Proceedings, pp. 1300-1306.
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