War Room2

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War Room2

  1. 1. Recession, Innovation and UniversitiesHow do they fit?<br />Dr Carolin Plewa <br />The University of Adelaide<br />carolin.plewa@adelaide.edu.au<br />
  2. 2. Outline<br />Marketing in a recession<br />Innovation in these times<br />Access to knowledge, capabilities and technologies<br /><ul><li>Academic research
  3. 3. So what does that mean in practice?</li></ul>Questions and Comments<br />Slide 1<br />
  4. 4. Marketing in a recession<br />Slide 2<br />
  5. 5. Marketing in a recession<br />Slide 3<br />Some of the things we have learned from earlier recessions<br /><ul><li>Know your customer
  6. 6. Continue marketing and service spending
  7. 7. Look after the distribution channel
  8. 8. Introduce relevant new products</li></ul>Quelch, J. (2008), Razeghi, A.J. (2008)<br />
  9. 9. Innovation in these times<br />Slide 4<br />R&D spending<br />Roberts, K. (2003), Profit Impact of Marketing Strategy<br />
  10. 10. Slide 5<br />Innovation in these times<br />Open innovation <br /><ul><li>work with others
  11. 11. it’s all about connections</li></ul>“Before you can multiply, you must first learn to divide”¹<br />Razeghi, A.J. (2008), Dominiquini, J. (2008), ¹Shapiro, S. (2008)<br />
  12. 12. Slide 6<br />
  13. 13. Access to knowledge, capabilities & technologiesAcademic Research<br />Slide 7<br />Trust<br />Satisfaction<br /> .26*<br /> .35**<br /> .43***<br /> .31**<br />Time orientation difference<br />-.21*<br />Integration<br /> .54***<br />Market orientation difference<br />Intention to Renew<br />-.24*<br /> .46***<br /> .47***<br />Flexibility difference<br />Commitment<br />-.20*<br />Plewa, C. (2009) “Exploring organizational culture difference in relationship dyads”, <br />Australasian Marketing Journal, 17, 46-57.<br />*** p&lt;.001<br />** p&lt;.01<br />* p&lt;.05<br />²: p&gt;.05, RMSEA =.00, GFI =.94, AGFI =.88, TLI =1.02, CFI =1.00, NFI =.94<br />
  14. 14. Access to knowledge, capabilities & technologiesSo what does that mean in practice?<br />Finding the right research group<br />Slide 8<br />Objectives<br />Currencies<br />Strengths<br />Skills<br />Flexibility<br />Punctuality<br />Decision making<br />Other customs<br />Familiarity with uni<br />
  15. 15. Access to knowledge, capabilities & technologiesSo what does that mean in practice?<br />How to strengthen relationship characteristics, e.g. trust<br />Invest into partner-ship, share benefits & burdens equally<br />Encourage open, mutual discussion<br />Develop an Innovation Spiral<br />Share values and goals<br />¹Dominiquini, J.<br />Be consistent and keep your promises across touch points<br />Be clear about what you need<br />Develop cross-institutional team<br />Slide 9<br />
  16. 16. Access to knowledge, capabilities & technologiesSo what does that mean in practice?<br /> Crawl Walk Run Sprint <br />Some current opportunities for linking with universities<br /><ul><li>Researchers in Business
  17. 17. ARC Linkage</li></ul>Consulting<br />Research Centres and Institutes<br />Informal meetings<br />Licensing<br />Publications<br />Training<br />Placements & secondments<br />Joint committees<br />Skill transfer via people<br />Collaboration<br />Use of facilities<br />Commissioned research<br />Slide 10<br />
  18. 18. Slide 11<br />Thank you for your attention!<br />Any questions?<br />
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