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A Framework on the Relationship Between Mix Marketing Factors and R&D Commercialisation: A Proposed Study

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This paper aims to develop a proposed framework on the relationship between mix marketing factors and R&D commercialisation. Commercialisation of R&D products has been identified as one of the important sources of income generation at universities. Nonetheless, even though universities have produced many award-winning R&D products, only a small number has been able to penetrate the industrial market and successfully commercialised. It is hoped that by embedding mix marketing factors, the commercialisation rate in universities in general and in UTHM in particular will increase.
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Keywords: Commercialisation; Mix-Marketing; R&D Products

Document Type: Research Article

Affiliations: 1: Department of Civil Engineering Technology, Faculty of Engineering Technology, Universiti Tun Hussein Onn Malaysia, 86400 Parit Raja, Batu Pahat, Johor, Malaysia 2: Faculty of Mechanical Engineering Technology, Faculty of Engineering Technology, Universiti Tun Hussein Onn Malaysia, 86400 Parit Raja, Batu Pahat, Johor, Malaysia

Publication date: July 1, 2018

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