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

Ricardo Veroneze,André Zambalde,Dalton Sousa,Gustavo Souki

doi:10.4067/s0718-27242018000300012

Abstract

The objective of this study was to understand the role of marketing, from research to commercialization of technologies in Brazilian public universities. To that end, an online survey was conducted, involving 236 academicians associated with in Brazilian public universities. The data obtained were subjected to exploratory factor analysis and descriptive statistics. The results revealed the low utilization of proactive market analyses in Brazilian public universities, as well as the limited integration of marketing through interaction with companies. The strategic orientation prevalent in BPUs was geared to technology, at the expense of relationships with society and the market. An entrepreneurial orientation was not observed. The actions to promote or encourage the transfer of Brazilian public universities technologies to the market proved timid. Finally, there were several obstacles to the implementation of marketing in Brazilian public universities, characterizing the so called marketing myopia.

Highlights

Universities have their roles to support teaching, research, and extension
The following were included in the sample: (1) professors, researchers, and students in Brazilian public universities who were identified as inventors of patents filed by the National Institute of Intellectual Property (Instituto Nacional da Propriedade Industrial, INPI), for which universities are defined as depositors; (2) professors and leaders of research groups who are active in the Directory of Research Groups of the National Council for Scientific and Technological Development (Conselho Nacional de Desenvolvimento Científico e Tecnológico, CNPq) and deal with the theme of innovation; and (3) officers and employees of TICs in Brazilian public universities
The data obtained has allowed an analysis from the perspective of individuals directly involved in the development of new technologies from academic research

Summary

Introduction

Universities have their roles to support teaching, research, and extension. the current rapid technological advancement has increased the demand for universities to collaborate to economic progress by utilizing technical and scientific skills to develop technologies that generate value for society when transformed into innovation. The NSI includes public and private institutions that interact and form a network for scientific and technological development in the country, which is achieved through innovations (Pereira, Franco, Santos, & Vieira, 2015). In this direction, an important milestone was the Bayh-Dole Act that was passed in the United States (US) in 1980. An important milestone was the Bayh-Dole Act that was passed in the United States (US) in 1980 It led to increase American commercialization of science and other forms of university technology transfer, which influenced the introduction of similar laws in other countries. An increase in university patenting, licensing, and forming spinoff/startup companies began to be observed in many other countries (Siegel & Wright, 2015)

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Conclusion