Marketing Week 2009 – The War Room

Thursday, 27 August, 2009

Life Impact The University of Adelaide

Recession, Innovation and UniversitiesHow do they fit?

Dr Carolin Plewa

The University of Adelaide

carolin.plewa@adelaide.edu.au

Marketing Week 2009 – The War Room

Life Impact The University of Adelaide

Outline

1. Marketing in a recession

2. Innovation in these times

3. Access to knowledge, capabilities and technologies

• Academic research

• So what does that mean in practice?

4. Questions and Comments

Slide 2

Marketing Week 2009 – The War Room

Life Impact The University of Adelaide

Marketing in a recession

Slide 3

Marketing Week 2009 – The War Room

Life Impact The University of Adelaide

Marketing in a recession

Slide 4

1. Some of the things we have learned from earlier recessions

• Know your customer

• Continue marketing and service spending

• Look after the distribution channel

• Introduce relevant new products

Quelch, J. (2008), Razeghi, A.J. (2008)

Marketing Week 2009 – The War Room

Life Impact The University of Adelaide

Innovation in these times

Slide 5

Roberts, K. (2003), Profit Impact of Marketing Strategy

R&D spending

Marketing Week 2009 – The War Room

Life Impact The University of Adelaide Slide 6

Razeghi, A.J. (2008), Dominiquini, J. (2008), ¹Shapiro, S. (2008)

1. Open innovation

• work with others

• it’s all about connections

2. “Before you can multiply, you must first learn to divide”¹

Innovation in these times

Marketing Week 2009 – The War Room

Life Impact The University of Adelaide Slide 7

Marketing Week 2009 – The War Room

Life Impact The University of Adelaide

Access to knowledge, capabilities & technologiesAcademic Research

Slide 8

Time orientation difference

Market orientation difference

Flexibility differenceCommitment

Integration

Trust

Plewa, C. (2009) “Exploring organizational culture difference in relationship dyads”, Australasian Marketing Journal, 17, 46-57.

Satisfaction

Intention to Renew-.24*

-.20*

-.21*

.47***

.43***

.54***

.26*

.35**

.31**

.46***

*** p<.001** p<.01* p<.05

²: p>.05, RMSEA =.00, GFI =.94, AGFI =.88, TLI =1.02, CFI =1.00, NFI =.94

Marketing Week 2009 – The War Room

Life Impact The University of Adelaide

1. Finding the right research group

Access to knowledge, capabilities & technologiesSo what does that mean in practice?

Slide 9

Objectives Currencies Strengths

Skills Flexibility Punctuality

Decision making

Other customs

Familiarity with uni

Marketing Week 2009 – The War Room

Life Impact The University of Adelaide

1. How to strengthen relationship characteristics, e.g. trust

Encourage open, mutual discussion

Invest into partner-ship, share benefits &

burdens equally

Access to knowledge, capabilities & technologiesSo what does that mean in practice?

Slide 10

Share values and goals

Develop an Innovation Spiral

Be clear about what you need

Be consistent and keep your promises across touch points

Develop cross-institutional team

¹Dominiquini, J.

Marketing Week 2009 – The War Room

Life Impact The University of Adelaide

Slide 11

Crawl Walk Run Sprint

Some current opportunities for linking with universities

• Researchers in Business

• ARC Linkage

Access to knowledge, capabilities & technologiesSo what does that mean in practice?

Consulting

Publications

Skill transfer via people

Informal

meetings

Joint committees

Placements & secondments

Training

Commissioned research

Collaboration

Research Centres and Institutes

Use of facilities

Licensing

Marketing Week 2009 – The War Room

Life Impact The University of Adelaide Slide 12

Thank you for your attention!Any questions?