Trust in preparation of University-Industry (UI)-Collaboration: Outcomes from a course with focus on developing businesslike capabilities
2011 (English)In: The Sustainable Global Marketplace: Proceedings of the Annual Conference of the Academy of Marketing Science, Coral Gables, FL USA May 24-27, 2011 / [ed] Mary Conway, The Academy of Marketing Science, 2011, 9-12 p.Conference paper (Refereed)
This paper presents outcomes from a course with focus on developing businesslike capabilities among undergraduate students. The purpose is to explore the need of trust in preparations of UI-collaboration and how outcomes are influencing trust in an education context. Findings indicate that word of mouth is essential to create needed trust. The amount of human resources students represent is found to be an important “qualifier”, while created trust is the “order winner” in the establishment of UI-collaboration.
Place, publisher, year, edition, pages
The Academy of Marketing Science, 2011. 9-12 p.
Research subject Industrial Marketing
IdentifiersURN: urn:nbn:se:ltu:diva-38132Local ID: c6c76adf-5e5a-4a12-809e-b24b1ac13c53ISBN: 0-939783-36-3 (electronic)OAI: oai:DiVA.org:ltu-38132DiVA: diva2:1011631
Academy of Marketing Science. Conference : 24/05/2011 - 27/05/2011
Godkänd; 2011; 20110816 (ysko)2016-10-032016-10-032016-10-19Bibliographically approved