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dc.creatorSousa, Dalton de-
dc.creatorZambalde, André Luiz-
dc.creatorSouki, Gustavo Quiroga-
dc.creatorVeroneze, Ricardo Braga-
dc.date.accessioned2019-03-12T13:44:23Z-
dc.date.available2019-03-12T13:44:23Z-
dc.date.issued2018-
dc.identifier.citationSOUSA, D. de et al. Marketing myopia in brazilian public universities: an empirical study involving academicians. Journal of Technology Management & Innovation, [S.l.], v. 13, n. 3, 2018.pt_BR
dc.identifier.urihttp://repositorio.ufla.br/jspui/handle/1/56621178-
dc.identifier.urihttps://jotmi.org/index.php/GT/article/view/2731pt_BR
dc.description.abstractThe 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.pt_BR
dc.languageen_USpt_BR
dc.publisherUniversidad Alberto Hurtadopt_BR
dc.rightsrestrictAccesspt_BR
dc.sourceJournal of Technology Management & Innovationpt_BR
dc.subjectPatent innovationpt_BR
dc.subjectFactorial analysispt_BR
dc.subjectEntrepreneurshippt_BR
dc.subjectTechnology transferpt_BR
dc.subjectMarket orientationpt_BR
dc.titleMarketing myopia in brazilian public universities: an empirical study involving academicianspt_BR
dc.typeArtigopt_BR
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