Abordagem de marketing no processo de inovação tecnológica em uma universidade mineira

Abstract

The marketing, in the context of management of technological innovation at university, becomes a relevant and crucial when viewed as one of the factors that influence the success or failure of the process of technological innovation. From this assumption, this article aims to analyze the marketing approach in the process of technological innovation at University of Lavras. For this, we analyzed the context of science, universities, technological innovation, and marketing of technological innovation. Methodologically, the research was exploratory in terms of their goals. In addition, developed a qualitative assessment of documentary research. It was found that even the university having tools and channels of marketing to promote the process of technological innovation, it still is not done holistically because of the lack of integration between process actors. This suggests the need for planning and implementation of internal marketing for actors innovation university aware of the opportunities and policies for innovation.