Mendeley TY _ JOUR ID - 1400080932072 TI - Entrepreneurial marketing: A New Theory of Effective University-Industry Cooperation JO - Journal of Innovation and Value Creation JA - ES LA - fa SN - 2717-0454 AU - Ghoreishi Seyed Maseood AU - majidpour mahdi AU - Negahdari Babak AU - Mousakhani Morteza AD - دانشکده مدیریت، علم و فناوری، دانشگاه صنعتی امیرکبیر، تهران، ایران AD - دانشگاه آزاد اسلامی قزوین AD - دانشكده فنآوريهاي نوين پزشكي AD - دانشکده:مدیریت و اقتصاد Y1 - 2022 PY - 2022 VL - 20 IS - SP - 15 EP - 36 KW - : University and Industry KW - Marketing KW - Entrepreneur University KW - Third Generation University DO - N2 - Marketing for the university is a complex and multidimensional issue because, universities have to communicate with a significant variety of audiences. In this article, the necessary mechanisms for marketing the capabilities of the university in all fields of education, research and entrepreneurship are presented and prioritized. Accordingly, using an integrated approach (quantitative-qualitative) and using a 30-item questionnaire, 57 academic and industrial experts were interviewed. Based on the studies, ten strategies, which include: forming a network of industry and university experts to improve relations and partnerships, cooperation agreements in the implementation of projects to establish research and knowledge-based centers with the private sector and industry, holding meetings and maintaining Continuous communication with representatives of industry and the private sector, university cooperation agreements with the private sector to finance and invest in the establishment of research centers and scientific hubs, the establishment of a marketing unit in the university to promote marketing and thus increase university revenue, cooperation in Formation of multilateral contracts for financing and implementation of projects for the establishment of research and knowledge-based centers, optimal use of campus university space to be presented to active companies in the private sector, modification of the university website with new management and marketing approaches, creation Cooperation agreements with companies active in the field of digital marketing and marketing and the creation of crowdfunding and public financing methods were proposed to improve the relationship between academia and industry UR - rimag.ir/en/Article/32072 L1 - rimag.ir/en/Article/Download/32072 ER -