AS RELAÇÕES ENTRE A UNIVERSIDADE E O MERCADO SOB A PERSPECTIVA DO MARKETING: uma revisão sistemática de literatura

Ricardo Braga Veroneze, André Luiz Zambalde, Dalton de Sousa, André Siqueira Rennó

Resumo


O objetivo do trabalho foi investigar quais são as relações entre a universidade e o mercado através da perspectiva do marketing. Foi realizada uma revisão sistemática de literatura, utilizando a base de dados Scince Direct buscando sistematizar os estudos sobre marketing e inovação em universidades de modo a identificar dimensões, estratégias e práticas de marketing que estejam inseridas no processo de pesquisa e comercialização de tecnologias universitárias. Através do estudo foi possível verificar que o marketing pode ser utilizado como um catalisador para o mercado, a sociedade e o governo. Tal representação foi proposta por uma figura denominada rizoma tecnológico. Sugerem-se futuros trabalhos que busquem a partir de uma orientação ampla de marketing, compreender melhor a inter-relação entre as universidades e todos os agentes envolvidos no sistema de inovação de um país.

 

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.


Palavras-chave


Sistemática; Marketing; Inovação; Universidades

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DOI: https://doi.org/10.28950/1981-223x_revistafocoadm/2017.v10i1.331

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e-ISSN: 1981-223x 

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