scholarly journals The Performance of Supply-Push Versus Demand-Pull Technology Transfer and the Role of Technology Marketing Strategies: The Case of a Korean Public Research Institute

2019 ◽  
Vol 11 (7) ◽  
pp. 2005
Author(s):  
Won Choe ◽  
Ilyong Ji
Keyword(s):  
Technology Transfer ◽  
Marketing Strategies ◽  
Transfer Model ◽  
Public Research ◽  
Target Marketing ◽  
Research Institutes ◽  
Demand Pull ◽  
Mass Marketing ◽  
Technology Marketing

Technology transfer is one of important strategies in sustainable economic growth. There are supply-push and demand-pull directions of technology transfer, and recently Korean research institutes have paid increasing attention to demand-pull technology transfer in an attempt to improve public research institutes’ technology transfer performance (TTP). However, our view is that simply adopting a demand-pull or a supply-push model does not always guarantee improved TTP. We argue that technology marketing strategies, such as mass marketing and target marketing, should also be considered. This study aims to investigate the relationship between technology transfer directions and TTP, and the role of technology marketing strategies. We collected a Korean research institute’s technology transfer data from 2014 to 2015, and then employed a two-way ANOVA to analyze the data. The result of the analysis shows that TTPs differ by technology transfer directions and technology marketing strategies. More importantly, we found that the demand-pull model yields higher TTP, especially when the model is associated with target marketing strategies rather than mass-marketing strategies. This result implies that marketing strategies, such as market segmentation and customer targeting, are needed if an organization wants to improve TTP by implementing the demand-pull technology transfer model.

Risk perception and visit intention on Olympic destination: Symmetric and asymmetric approaches

2021 ◽  
pp. 135676672199598
Author(s):  
Yeongbae Choe ◽  
Hany Kim
Keyword(s):  
Risk Perception ◽  
Risk Perceptions ◽  
Demographic Factors ◽  
Marketing Strategies ◽  
Destination Choice ◽  
Target Marketing ◽  
Negative Perceptions ◽  
Methodological Approaches ◽  
Mass Marketing

Tourists’ risk perceptions have been studied extensively in tourism literature and are considered an important factor influencing destination choice. However, despite the extensive research, many earlier studies using symmetric approaches have not adequately succeeded in addressing the contrarian case – high visit intention despite having negative perceptions. Therefore, this study utilised both symmetric and asymmetric approaches to address the effects of tourists’ perceptions (i.e. risk perception, image, and attitude) and demographic factors on their visit intention. While the symmetric approach showed that Zika-related perceptions did not have an impact on destination visits, in the asymmetric approach, these same perceptions significantly influenced both high and low visit intentions. This study contributes to the existing knowledge of risk perceptions by highlighting the differences between the two methodological approaches. Destination marketers could utilise these findings to develop both mass marketing and target marketing strategies.

Exploring the Role of Open Innovation Intermediaries

2020 ◽  
pp. 1386-1402
Author(s):  
Pierre-Jean Barlatier ◽  
Eleni Giannopoulou ◽  
Julien Pénin
Keyword(s):  
Technology Transfer ◽  
Transaction Costs ◽  
Open Innovation ◽  
Innovation Process ◽  
Public Research ◽  
Innovation Intermediaries ◽  
Diffusion Of Knowledge ◽  
Innovation Practices ◽  
And Diffusion

In the era of open innovation, companies that want to innovate can no more remain isolated, they have to interact and collaborate with diverse actors of the innovation process. The rise of open innovation practices resulted in an increase of intermediaries for innovation. This chapter aims to better understand why innovative companies use the services of such intermediaries. Two distinct types of open innovation intermediaries have been identified, whose roles are significantly different; while the first type help companies to reduce transaction costs related to open innovation, the second type may be implicated directly in the creation, transfer and diffusion of knowledge. This chapter illustrates both roles in the case of public research valorization and distinguish clearly “Technology Transfer Organizations” (TTOs), whose role is to reduce transaction costs related to technology transfer from “Research and Technology Organizations” (RTOs) that are actively involved in knowledge creation and transfer processes.

The Role of University Research Institutes in Technology Transfer

1996 ◽  
Vol 10 (5) ◽  
pp. 316-320 ◽  
Author(s):  
Joseph P. Martino
Keyword(s):  
Technology Transfer ◽  
Basic Research ◽  
University Research ◽  
Unique Role ◽  
Research Institutes

University research institutes play a unique role in transferring technology from basic research to application. This article examines the role of such institutes and examines the numerous challenges which may hinder the effectiveness of technology transfer. Suggestions are made for improving the effectiveness of technology transfer via university research institutes, and for enabling potential industry and university partners to collaborate more effectively.

scholarly journals Promoting Australian industry: CSIRO 1949–79

2019 ◽  
Vol 30 (1) ◽  
pp. 1 ◽  
Author(s):  
Garrett Upstill
Keyword(s):  
Technology Transfer ◽  
Public Research ◽  
Research Organisation ◽  
Economic Climate ◽  
New Thinking ◽  
Research Organisations ◽  
Rural Industries ◽  
Political Scene ◽  
Australian Industry

This paper addresses the manner in which the Commonwealth Scientific and Industrial Research Organisation (CSIRO) transferred its technology to Australian industry during the period 1949 to 1979. The analysis is framed within the changing economic and political scene in Australia and the changing expectations for public research organisations such as CSIRO. During the 1950s and 1960s CSIRO gave little direct attention to the processes of technology transfer but instead, following the prevailing wisdom, focused on high quality science and relied on existing extension services and patenting to capture the benefits from its research. This ‘science-push’ approach proved successful for Australia’s rural industries but, with a few exceptions, less so for the country’s secondary industries. By the early 1970s CSIRO faced pressures for change, induced by a tougher economic climate and changing views on the role of public research institutions. A shift toward greater customer relevance in its research would also need to be matched by new thinking about technology transfer.

Exploring the Role of Open Innovation Intermediaries

Crowdsourcing ◽  
2019 ◽  
pp. 632-648
Author(s):  
Pierre-Jean Barlatier ◽  
Eleni Giannopoulou ◽  
Julien Pénin
Keyword(s):  
Technology Transfer ◽  
Transaction Costs ◽  
Open Innovation ◽  
Innovation Process ◽  
Public Research ◽  
Innovation Intermediaries ◽  
Diffusion Of Knowledge ◽  
Innovation Practices ◽  
And Diffusion

In the era of open innovation, companies that want to innovate can no more remain isolated, they have to interact and collaborate with diverse actors of the innovation process. The rise of open innovation practices resulted in an increase of intermediaries for innovation. This chapter aims to better understand why innovative companies use the services of such intermediaries. Two distinct types of open innovation intermediaries have been identified, whose roles are significantly different; while the first type help companies to reduce transaction costs related to open innovation, the second type may be implicated directly in the creation, transfer and diffusion of knowledge. This chapter illustrates both roles in the case of public research valorization and distinguish clearly “Technology Transfer Organizations” (TTOs), whose role is to reduce transaction costs related to technology transfer from “Research and Technology Organizations” (RTOs) that are actively involved in knowledge creation and transfer processes.

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