Refereed journal article or data article (A1)

Revisiting “the shotgun wedding of industry and academia”—empirical evidence from Finland

List of Authors: Kati Suomi, Päivikki Kuoppakangas, Jari Stenvall, Elias Pekkola, Jussi Kivistö

Publisher: Springer

Publication year: 2019

Journal: International Review on Public and Nonprofit Marketing

Volume number: 16

Issue number: 1

Number of pages: 22

ISSN: 1865-1984

eISSN: 1865-1992



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The purpose of this study is to further our understanding of dilemmas facing the third mission of universities. Through this dilemma-related information, we aim to provide paths for universities to reconcile these dilemmas and adopt a more holistic approach to university marketing. In so doing, we revisit “the shotgun wedding of industry and academia” (Hampden-Turner 1990, pp. 201–221). The dilemmas detected in this study revolve around two pairs, namely: “Highlighting intrinsic value of research vs. highlighting instrumental value of research” and “focusing on international scientific publications vs. focusing on popularization of science”. More than 700 verbal answers given by Finnish doctorates to one pair of open-ended questions were qualitatively content-analysed. As its main novelty, the study adopts dilemma approach and focuses on perceptions of the neglected group of doctorates who have exited academia. The study suggests that universities adopt a more holistic marketing approach by devoting more effort to strengthening stakeholder relationships and co-production and improving science communication and related incentives.

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Last updated on 2022-07-04 at 17:17