As relações entre a universidade e o mercado sob a perspectiva do marketing: uma revisão sistemática de literatura

Abstract

The objective of this research was to investigate the relations between the university and the market through a marketing perspective. A systematic literature review occurred using the Scince Direct database, in order to systemize studies on marketing and innovation in universities seeking to identify dimensions, strategies and marketing practices that are part of the research and commercialization process of university technologies. Through this study, it was possible to verify that marketing strategies in this context performs as a catalyst for the market, society and government. A figure called technological rhizome represent this proposition. This research suggests future works with broaden marketing orientation, to better understand the interrelation between universities and all agents involved in a country's innovation system.