Marketing of Patents for Innovation: A Study in Brazilian Multicase Universities
Ways to make patents Brazilian universities in innovation has been discussed both by academia and by the funding agencies in order to generate, in addition to knowledge, social and economic benefits to the university and to society in general. In this sense, this research aimed to understand the str...
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doaj-25e5aa13982244179e05d14e425e69142020-11-24T21:47:26ZporUniversidade Nove de JulhoREMark: Revista Brasileira de Marketing2177-51842014-11-0113510912310.5585/remark.v13i5.25571722Marketing of Patents for Innovation: A Study in Brazilian Multicase UniversitiesFelipe de Almeida Malvezzi0Andre Luiz Zambalde1Daniel Carvalho de Rezende2Universidade Federal de LavrasUniversidade Federal de LavrasUniversidade Federal de LavrasWays to make patents Brazilian universities in innovation has been discussed both by academia and by the funding agencies in order to generate, in addition to knowledge, social and economic benefits to the university and to society in general. In this sense, this research aimed to understand the strategies and marketing practices developed by Brazilian universities for the promotion and commercialization of patent records, aiming at innovation. The assumption for this research is that the use of marketing strategies is a necessary and fundamental for the successful transfer of patents when it sees technological innovation. The research is exploratory qualitative approach based on references, interviews and multi case study. After gathering and analyzing data involving UNICAMP, USP and UFMG in promoting and marketing your patents, it was observed that the main marketing practices identified were: inventory and classification of patents, agents of innovation, integrated marketing communication, technological showcase, executive summary of patents, event promotion and institutional visits. We also conclude, in the context of marketing innovation management at the university, the biggest challenge is to work radical and incremental innovation differently and simultaneously, since both are necessary for scientific and technological development in the short and long term. http://www.revistabrasileiramarketing.org/ojs-2.2.4/index.php/remark/article/view/2557Gestão da inovaçãoMarketingTransferência de tecnologiaPropriedade intelectualNúcleo de inovação tecnológica |
collection |
DOAJ |
language |
Portuguese |
format |
Article |
sources |
DOAJ |
author |
Felipe de Almeida Malvezzi Andre Luiz Zambalde Daniel Carvalho de Rezende |
spellingShingle |
Felipe de Almeida Malvezzi Andre Luiz Zambalde Daniel Carvalho de Rezende Marketing of Patents for Innovation: A Study in Brazilian Multicase Universities REMark: Revista Brasileira de Marketing Gestão da inovação Marketing Transferência de tecnologia Propriedade intelectual Núcleo de inovação tecnológica |
author_facet |
Felipe de Almeida Malvezzi Andre Luiz Zambalde Daniel Carvalho de Rezende |
author_sort |
Felipe de Almeida Malvezzi |
title |
Marketing of Patents for Innovation: A Study in Brazilian Multicase Universities |
title_short |
Marketing of Patents for Innovation: A Study in Brazilian Multicase Universities |
title_full |
Marketing of Patents for Innovation: A Study in Brazilian Multicase Universities |
title_fullStr |
Marketing of Patents for Innovation: A Study in Brazilian Multicase Universities |
title_full_unstemmed |
Marketing of Patents for Innovation: A Study in Brazilian Multicase Universities |
title_sort |
marketing of patents for innovation: a study in brazilian multicase universities |
publisher |
Universidade Nove de Julho |
series |
REMark: Revista Brasileira de Marketing |
issn |
2177-5184 |
publishDate |
2014-11-01 |
description |
Ways to make patents Brazilian universities in innovation has been discussed both by academia and by the funding agencies in order to generate, in addition to knowledge, social and economic benefits to the university and to society in general. In this sense, this research aimed to understand the strategies and marketing practices developed by Brazilian universities for the promotion and commercialization of patent records, aiming at innovation. The assumption for this research is that the use of marketing strategies is a necessary and fundamental for the successful transfer of patents when it sees technological innovation. The research is exploratory qualitative approach based on references, interviews and multi case study. After gathering and analyzing data involving UNICAMP, USP and UFMG in promoting and marketing your patents, it was observed that the main marketing practices identified were: inventory and classification of patents, agents of innovation, integrated marketing communication, technological showcase, executive summary of patents, event promotion and institutional visits. We also conclude, in the context of marketing innovation management at the university, the biggest challenge is to work radical and incremental innovation differently and simultaneously, since both are necessary for scientific and technological development in the short and long term. |
topic |
Gestão da inovação Marketing Transferência de tecnologia Propriedade intelectual Núcleo de inovação tecnológica |
url |
http://www.revistabrasileiramarketing.org/ojs-2.2.4/index.php/remark/article/view/2557 |
work_keys_str_mv |
AT felipedealmeidamalvezzi marketingofpatentsforinnovationastudyinbrazilianmulticaseuniversities AT andreluizzambalde marketingofpatentsforinnovationastudyinbrazilianmulticaseuniversities AT danielcarvalhoderezende marketingofpatentsforinnovationastudyinbrazilianmulticaseuniversities |
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1725896916139507712 |