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Type: Journal article
Title: Relationship marketing and university-industry linkages: A conceptual framework
Author: Plewa, C.
Quester, P.
Baaken, T.
Citation: Marketing Theory, 2005; 5(4):433-456
Publisher: Sage Publications Ltd.
Issue Date: 2005
ISSN: 1470-5931
Statement of
Carolin Plewa, Pascale Quester and Thomas Baaken
Abstract: Relationship marketing (RM) is a prolific area of current marketing theory development. While RM principles are relevant to a range of business-to-consumer and business-to-business contexts, their theoretical foundations have principally emerged in reference to the private sector. By contrast, this exploratory study examines RM opportunities between entities operating in different sectors, namely university and industry in Australia. Using a qualitative approach, findings led to the development of a conceptual framework of university-industry relationships, integrating variables of organizational environment difference, relationship and value. Overall, this exploratory study broadens RM theory and application to relationships involving parties from fundamentally different organizational environments and suggest opportunities for the implementation of RM in this context. The article concludes with recommendations for academics and practitioners and provides several directions for future research.
Keywords: organizational environment; difference; relationship marketing; relationship variables; university-industry; linkages; value creation
Description: Copyright © 2005 by SAGE Publications
RMID: 0020051924
DOI: 10.1177/1470593105058824
Appears in Collections:Business School publications

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