PART 1: Marketing plays an important role in the technology transfer of intellectual property process in Malaysian universities. Technology transfer is most commonly accomplished through licensing intellectual property rights (IPRs) to companies that have the capability to commercialize the technology.

Universities are the center of creating new inventions from many basic and applied research that they perform every day. Technology transfer offices (TTO) work with faculty and institute members and firms/entrepreneurs to structure deals, exploit, produce and market the university's intellectual property.

Technology transfer involves disseminating and transferring technologies, skills, knowledge, or manufacturing methods through patent licensing.

Commercialization in a research context is risky and costly but worth it for the new blue ocean market, yet the contribution helps the community and country development. The aim of technology transfer offices is to improve the commercialization of research outputs.

Existing intellectual property, innovation, and commercialization policies in Malaysia covers a large portion of the intellectual design, creation, and require an outbound open innovation policy for the exploitation of intellectual creation, design, and creativity in Malaysian public universities

It can be inferred that marketing is important in the technology transfer of intellectual property in Malaysian universities. Marketing helps to promote the technology and attract potential licensees who have the capability to commercialize the technology. 

Marketing of IP

Marketing in technology transfer of intellectual property involves promoting and commercializing the technology to attract potential licensees who have the capability to bring the technology to the market.

Defining and institutionalizing an agile marketing process is important for delivering consistent, high-quality results from technology transfer efforts.

Intellectual property technology transfer is a practice among certain companies and even countries in which one company, individual, or government transfers a piece of technology or technological process to another entity. The process involves market evaluation, intellectual property protection and licensing, as well as promotion and commercialization for the marketplace

Transferring technology from lab to market requires careful management and comes with challenges.

The function of technology transfer offices (TTOs) in academic institutions is to make it easier for academic research breakthroughs and discoveries to be commercialised. TTOs are in charge of locating, safeguarding, and granting licenses for intellectual property created by the researchers. They are essential in promoting these technologies and working with businesses to commercialise them.

TTOs use a variety of technology transfer strategies, such as university-industry licensing agreements, research parks, incubators, and university-based companies.

To help regional economies with product development and sales, academic entrepreneurship leading to university spin-offs, and start-up business formations, TTOs must be effective at selling technologies and partnering with industry.

TTOs must address the lack of training for faculty members, post-docs, and graduate students in launching new businesses or dealing with industries, as well as skill deficits in technology transfer offices, reward structures that are incompatible with increased entrepreneurial activity, and. Universities and regions can create and implement cogent transfer/commercialization strategies to maximise the impact of their research and development activities by analysing the effectiveness of TTOs.

 

Asrizam Esam

Head of Innovation Promotion and Marketing Section
Putra Science Park
Universiti Putra Malaysia

Tarikh Input: 27/06/2023 | Kemaskini: 08/11/2023 | asrizam