Marketing from Research to the Commercialisation of Technologies: A study in Minas Gerais

The aim of this book was to investigate the role that marketing can play from research to the commercialisation of technologies generated by universities. To this end, it sets out to describe the marketing practices of four universities in the state of Minas Gerais (UFJF, UFLA, UFMG and UFV). A multi-case study of a qualitative and exploratory nature was carried out, based on bibliographical and documentary research and interviews with a semi-structured script. The study proposes a conceptual framework for the study of marketing strategies in federal universities.