'Champions' and university-industry relationships

Abstract

This exploratory study examines the effect of individuals and their characteristics on the formation and management of university-industry relationships. While relationship marketing principles have been developed around private sector markets, this study seeks to explore business-to-business relationship practices between public and private sector institutions, more specifically between universities and industry. Following a literature review, a series of interviews is reported and analysed. Findings reveal the critical importance of individuals for all relationship development processes, possibly as a result of the organizational culture differences prevailing between university and industry. The paper concludes with recommendations for individuals engaged in university-industry relationships.