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A dyadic study of “champions” in university‐industry relationships

Carolin Plewa (School of Commerce, The University of Adelaide, Adelaide, Australia)
Pascale Quester (School of Commerce, The University of Adelaide, Adelaide, Australia)

Asia Pacific Journal of Marketing and Logistics

ISSN: 1355-5855

Article publication date: 28 March 2008

Abstract

Purpose

This dyadic study aims to analyses the influence of champions, particularly their personal engagement and experience, on relationships that cross different sectors and working environments.

Design/methodology/approach

Based on an extensive literature review and initial qualitative research, a conceptual dyadic model is presented and tested using structural equation modelling methods.

Findings

Path analysis results show a surprisingly weak effect of champions. However, personal experience influenced engagement, which, in turn, impacted on commitment. Furthermore, a positive influence of trust and commitment on satisfaction is confirmed.

Research limitations/implications

The results are limited by the small dyadic sample size and a potential bias towards positive relationships.

Originality/value

Based on relationship and services marketing theory, this paper provides much needed insights on university–industry relationships, analysing the influence of personal engagement and experience on the relationship characteristics trust and commitment and, in turn, on satisfaction.

Keywords

Citation

Plewa, C. and Quester, P. (2008), "A dyadic study of “champions” in university‐industry relationships", Asia Pacific Journal of Marketing and Logistics, Vol. 20 No. 2, pp. 211-226. https://doi.org/10.1108/13555850810864560

Publisher

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Emerald Group Publishing Limited

Copyright © 2008, Emerald Group Publishing Limited