Marketing de Patentes à Inovação: Um Estudo Multicaso em Universidades Brasileiras

Ways to make patents Brazilian universities in innovation has been discussed both by academia and by the funding agencies in order to generate, in addition to knowledge, social and economic benefits to the university and to society in general. In this sense, this research aimed to understand the strategies and marketing practices developed by Brazilian universities for the promotion and commercialization of patent records, aiming at innovation. The assumption for this research is that the use of marketing strategies is a necessary and fundamental for the successful transfer of patents when it sees technological innovation. The research is exploratory qualitative approach based on references, interviews and multi case study. After gathering and analyzing data involving UNICAMP, USP and UFMG in promoting and marketing your patents, it was observed that the main marketing practices identified were: inventory and classification of patents, agents of innovation, integrated marketing communication, technological showcase, executive summary of patents, event promotion and institutional visits. We also conclude, in the context of marketing innovation management at the university, the biggest challenge is to work radical and incremental innovation differently and simultaneously, since both are necessary for scientific and technological development in the short and long term.