A Study on Technology Marketing in Public Research Institutes: Focusing on Marketing Mix

The results of R&D that invested in national resources are not merely retained intellectual properties, but are transferred to industries that need the technology, so that it is important to create economic performance, and thus the importance of technology marketing is increasing. Because of the intangible nature of intellectual property, technology marketing is more difficult than marketing activities for types of products, so it is important to understand the factors that affect technology marketing and their characteristics. In this study, the following strategies were suggested in terms of marketing mix (4P) of technology marketing. Received(June 2, 2018), Review Result(June 12, 2018), Accepted(July 13, 2018), Published(August 31, 2018) (Senior Researchor) HRD&General Affairs Department, Korea Electronics Technology Institute, Saenari-ro, Bundang-gu, Seongnam-si, Korea email: limij@keti.re.kr (Associate Professor, Corresponding Author) 03674, Department of International Business and Trade, Myongji University, 34 Geobukogl-ro, Seodaemun-gu, Seoul, Korea email: tankee@mju.ac.kr * 이 논문은 과학기술정책연구원의 STEPI Fellowship 지원으로 작성되었습니다. Study on Technology Marketing in Public Research Institutes : Focusing on Marketing Mix Copyright c 2018 HSST 334 In terms of ‘Product’, it needs to discover market-oriented patents and manage the product portfolio. In terms of ‘Price’, it is necessary to enhance the transparency of technology value evaluation and to adopt various methods of technical payments. In terms of ‘Place’, the selective use of the technical information network, the relationship management based on PRM and the strengthening of the competence of the technology transaction agency are necessary. In terms of ‘Promotion’, operations of integrated marketing communications and human sales capabilities and incentives enhancement are needed. Keyword: Technology Marketing, Marketing Mix, Technology Transfer, 4P, High-Tech Marketing