Investigation of marketing support for university spin out enterprises

University spin outs are more effective than other tech spin outs in creating innovation, and resulting high value jobs. A university spin out can be defined as an enterprise developed on the transfer of core technology,... [ view full abstract ]

University spin outs are more effective than other tech spin outs in creating innovation, and resulting high value jobs. A university spin out can be defined as an enterprise developed on the transfer of core technology, based on scientific and technical know-how generated in the university. While university spin outs tend to be high potential enterprises, their commercial potential depends on their ability to address market needs. Personal interviews with Technology Transfer Officers (TTOs), and directors of spin outs, at Irish universities, point to more potential for optimisation of the academic network for university spin out marketing development. The spin outs perceive a lack of marketing expertise in the university, and the TTOs see their position as mediating marketing resources and support. However, spin outs have benefitted from having access to the university’s network. This could be further enhanced by a more strategic approach by the universities through their TTOs to linking spin outs to potential key partners such as market influencers and channel contacts. University spin outs would benefit also from being partners with the university in developing a strategic plan for realising potential to develop their marketing capability, and to foster key market links in the academic network.