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The University Partnership PlaybookHow to build strategic research relationships$
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Matt Reed and Joss Langford

Print publication date: 2021

Print ISBN-13: 9781789621266

Published to Liverpool Scholarship Online: January 2022

DOI: 10.3828/liverpool/9781789621266.001.0001

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Why Universities Partner with Companies

Why Universities Partner with Companies

(p.41) 12. Why Universities Partner with Companies
The University Partnership Playbook

Matt Reed

Joss Langford

Liverpool University Press

Universities are drawn to the scale of large businesses, their corporate reputations, the products they develop and the problems they are seeking to address. For the corporate side of the university, large company brands are a strong pull. Universities will use the corporate brand to attract students - often as evidence of the type of educational experiences they will receive and to illustrate their potential prospects after graduation. Additionally, corporate badging demonstrates the relevance of academic research to society. There are a wide range of intrinsic and extrinsic motivations driving researchers to partner with commercial organisations.

Keywords:   Corporate, Reputation, Brands, Educational, Translation, Problems

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