Universities can help businesses during recessions through innovation and access to knowledge. Specifically: 1. Universities provide opportunities for businesses to innovate through academic research, R&D spending, and open innovation partnerships that allow businesses to access new technologies and capabilities. 2. Building trust and strong relationships between universities and businesses is important for collaboration, such as through jointly developing new products or sharing skills and facilities. 3. There are many current ways for businesses to link with universities, including research partnerships, licensing academic innovations, consulting, training programs, and commissioned research.

1. Recession, Innovation and UniversitiesHow do they fit? Dr Carolin Plewa The University of Adelaide carolin.plewa@adelaide.edu.au

3. So what does that mean in practice?Questions and Comments Slide 1

4. Marketing in a recession Slide 2

6. Continue marketing and service spending

7. Look after the distribution channel

8. Introduce relevant new productsQuelch, J. (2008), Razeghi, A.J. (2008)

9. Innovation in these times Slide 4 R&D spending Roberts, K. (2003), Profit Impact of Marketing Strategy

11. it’s all about connections“Before you can multiply, you must first learn to divide”¹ Razeghi, A.J. (2008), Dominiquini, J. (2008), ¹Shapiro, S. (2008)

12. Slide 6

13. Access to knowledge, capabilities & technologiesAcademic Research Slide 7 Trust Satisfaction .26* .35** .43*** .31** Time orientation difference -.21* Integration .54*** Market orientation difference Intention to Renew -.24* .46*** .47*** Flexibility difference Commitment -.20* Plewa, C. (2009) “Exploring organizational culture difference in relationship dyads”, Australasian Marketing Journal, 17, 46-57. *** p<.001 ** p<.01 * p<.05 ²: p>.05, RMSEA =.00, GFI =.94, AGFI =.88, TLI =1.02, CFI =1.00, NFI =.94

14. Access to knowledge, capabilities & technologiesSo what does that mean in practice? Finding the right research group Slide 8 Objectives Currencies Strengths Skills Flexibility Punctuality Decision making Other customs Familiarity with uni

15. Access to knowledge, capabilities & technologiesSo what does that mean in practice? How to strengthen relationship characteristics, e.g. trust Invest into partner-ship, share benefits & burdens equally Encourage open, mutual discussion Develop an Innovation Spiral Share values and goals ¹Dominiquini, J. Be consistent and keep your promises across touch points Be clear about what you need Develop cross-institutional team Slide 9

17. ARC LinkageConsulting Research Centres and Institutes Informal meetings Licensing Publications Training Placements & secondments Joint committees Skill transfer via people Collaboration Use of facilities Commissioned research Slide 10

18. Slide 11 Thank you for your attention! Any questions?