Use este identificador para citar ou linkar para este item: http://repositorio.ufla.br/jspui/handle/1/12201
Título: Marketing de patentes à inovação: um estudo multicaso em universidades brasileiras
Título(s) alternativo(s): Marketing of patents for innovation: a study in brazilian multicase universities
Palavras-chave: Transferência de tecnologia – Brasil
Marketing – Universidades e faculdades – Brasil
Inovação
Patentes
Technology transfer – Brazil
Marketing – Universities and colleges – Brazil
Innovation
Patents
Data do documento: 2014
Editor: Universidade Nove de Julho
Citação: MALVEZZI, F. de A.; ZAMBALDE, A. L.; REZENDE, D. C. de. Marketing de patentes à inovação: um estudo multicaso em universidades brasileiras. Remark, São Paulo, v. 13, n. 5, p. 109-123, jul./set. 2014.
Resumo: 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.
URI: http://repositorio.ufla.br/jspui/handle/1/12201
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