Abstract
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.
Highlights
Technological innovation is believed to be one of important sources of sustainable economic growth
We introduced the notions of technology marketing strategies, such as mass marketing and target marketing, and examined the role of those technology marketing strategies for technology transfer performance (TTP)
The results show that TTPs differ by technology transfer directions and technology marketing strategies
Summary
Technological innovation is believed to be one of important sources of sustainable economic growth. Technology transfer is the application of technology to a new use or user [5] or a movement of technology from one knowledge domain to another [6]. It might include, be part of, or overlap with technological innovation [7]. Though the types are different, they commonly imply that technology transfer is a closely linked concept with technological innovation. In this respect, technology transfer is an important vehicle for innovation, and for sustainable economic growth [8].
Sign-in/Register to view highlights & summary Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
