Interação universidade e empresa: a força da marca como vetor para o patrocínio

• Ano de defesa: 2014
• Autor(a) principal: Brazil, Liliane Matias de Almeida
• Orientador(a): Rossi, George Bedinelli
• Banca de defesa: Strehlau, Vivian Iara , Urdan, Andre Torres
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Associação Escola Superior de Propaganda e Marketing
• Programa de Pós-Graduação: Programa de Mestrado em Administração da ESPM
• Departamento: Gestão Internacional
• País: BR
• Palavras-chave em Português: patrocínio; estratégia de marketing; marca; inovação
• Palavras-chave em Inglês: sponsorship; marketing strategy; brand; innovation
• Área do conhecimento CNPq: CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO::ADMINISTRACAO DE SETORES ESPECIFICOS
• Link de acesso: http://tede2.espm.br/handle/tede/25

The Higher Education Institution as an organization that produces knowledge, has the challenge of managing and maintaining the production of technological scientific research. With economic growth, social and cultural change, science has become critical to the country's development. And high maintenance costs for research and competition for public funds make room for a strand of activity which consists in the interaction between universities and the private sector through fundraising, issue addressed in this study. Companies, in turn, are motivated by the magnitude and innovation that leads to academic research. With this scenario, the approach of private HEIs to gain space for partnerships. These partnerships in which the private sector finances the production of research within HEIs and is entitled to benefit from the results, through collaborative research. Another issue addressed in this study is the strength of the brand as a vector for fundraising. The parties involved enjoy direct and indirect benefits, such as recovery and strengthening brand awareness - both the sponsor as the sponsor - and, especially, innovation in products and services. Moreover, the central hypothesis of our research is precisely that brand strength favors the interaction between university and company, bringing innovation as a result. The research, exploratory, took a qualitative approach and investigated Microsoft and the University Caltech company to compose the case study. The results and contributions to the field, there is a natural walking company toward university in pursuit of collaborative research. Importantly, the challenges in the iteration between university and company cover crops and bureaucratic systems of the parties involved, however, these axes can be discussed, leading to a non-bureaucratic and flexible relationship.