Branding innovation ecosystems: A multi-level framework for university technology transfer offices
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Issued Date
2025-01-01
Resource Type
ISSN
09504222
eISSN
20436858
Scopus ID
2-s2.0-105021379696
Journal Title
Industry and Higher Education
Rights Holder(s)
SCOPUS
Bibliographic Citation
Industry and Higher Education (2025)
Suggested Citation
Taecharungroj V. Branding innovation ecosystems: A multi-level framework for university technology transfer offices. Industry and Higher Education (2025). doi:10.1177/09504222251397499 Retrieved from: https://repository.li.mahidol.ac.th/handle/123456789/113080
Title
Branding innovation ecosystems: A multi-level framework for university technology transfer offices
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Author's Affiliation
Corresponding Author(s)
Other Contributor(s)
Abstract
Marketing remains an underexplored dimension in the theory and practice of university technology transfer (TT). This conceptual article addresses that gap by introducing the Multi-Level Innovation Ecosystem Branding (ML-IEB) framework to strengthen engagement, visibility, and trust across the innovation ecosystem. Drawing on branding concepts and innovation ecosystem perspectives, the model identifies five interrelated levels: innovator, knowledge, innovation, organisation, and place. Through an integrative literature review, the paper outlines actionable strategies for Technology Transfer Offices (TTOs) to enhance their impact by aligning branding efforts across these levels. By reframing TT as a demand-driven and identity-centric process, this work provides practical guidance for practitioners and lays the foundation for future empirical research on the role of branding in advancing technology transfer.