Science-to-business marketing

In the last decade, both private organisations as well as public institutions have increased their combined efforts to foster the transfer of knowledge, in order to respond to the rapid change in their competitive landscapes and the worldwide speed of innovation.

For the purpose of establishing efficient collaborations between industrial and entrepreneurial partners, researchers are required to incorporate the service dimension of their scientific work more strongly.

S2B endeavors to disseminate scientific innovation and expertise while also safeguarding intellectual property, employing both traditional marketing methods such as trade shows and direct responses, as well as online and content marketing strategies like those found on websites and scientific company blogs.

It involves applying scientific knowledge and research findings to develop commercial products and services that meet consumer needs.

By bridging the gap between academia and industry, science marketing facilitates the commercialization of scientific ideas, enabling firms to remain competitive and utilize cutting-edge research for the development of new products and services.

Formulate your research question: Clearly define what you want to learn or test through your marketing experiment, ensuring it is specific and measurable.

Develop your hypothesis: Based on your research question, create a prediction or educated guess about the outcome of your experiment.

Design your experiment: Determine how you will gather data to test your hypothesis, which may involve creating different versions of marketing campaigns or trying various tactics.

[14] For instance, research institutions are, contrary to result- / market-oriented businesses, more process-oriented and primary focused on new knowledge.

[15] Therefore, a strategic marketing approach is needed in order to assess and extract entrepreneurial value from University research most effectively.

[16] Despite their importance and frequent failures, however, research on university–industry relationships (UIR) and the factors influencing their fate, especially from a marketing perspective, remains sparse.