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Moderne Konzepte des organisationalen Marketing pp 145–160Cite as

University-Business Cooperation: A Tale of Two Logics

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Abstract

Universities and businesses have different “institutional logics”. These two contradictive logics will “collide” when such organizations begin a cooperation with each other. Nevertheless, a bridge can be built between them. In this study, we present four short cases to illustrate how academics make sense of the logics of the business world. Also, we formulate three basic attitudes with regard to business logic: acknowledgement, benefits, and compliance (ABC). Systematic and more extensive research is needed; however, the non-random selection and presentation of these examples gives future research a (new) direction.

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Authors and Affiliations

  1. VU University Amsterdam, Amsterdam, 1081, Niederlande

    Peter van der Sijde, Firmansyah David & Hans Frederik

  2. University of Valladolid, Valladolid, 47005, Spanien

    M. Redondo Carretero

Authors
  1. Peter van der Sijde
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  2. Firmansyah David
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  3. Hans Frederik
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  4. M. Redondo Carretero
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Correspondence to Peter van der Sijde .

Editor information

Editors and Affiliations

  1. Science-to-Business Marketing, Fachhochschule Münster, Münster, Germany

    Thorsten Kliewe

  2. Fachhochschule Münster, Münster, Germany

    Tobias Kesting

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van der Sijde, P., David, F., Frederik, H., Redondo Carretero, M. (2014). University-Business Cooperation: A Tale of Two Logics. In: Kliewe, T., Kesting, T. (eds) Moderne Konzepte des organisationalen Marketing. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-04680-4_9

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  • DOI: https://doi.org/10.1007/978-3-658-04680-4_9

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  • Publisher Name: Springer Gabler, Wiesbaden

  • Print ISBN: 978-3-658-04679-8

  • Online ISBN: 978-3-658-04680-4

  • eBook Packages: Business and Economics (German Language)

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