title: Industrial Firm Technology Transfer: The role of marketing

authors: Bojesen-Trepka, Mark Holten

subjects: technology transfer

abstract: Reliance on marketing concepts and frameworks that are out of step with practice in a new economy environment presents a particular problem for industrial marketers intent on extracting revenue from firm technology transfer effort, and is a challenge for marketing scholars seeking to bridge the gap between theory and practice. Using an interpretive methodology and the case study method, the study addresses the question what are the roles that marketing plays in industrial firm technology transfer effort by comparing and contrasting concepts and themes occurring in marketing and technology management theory with empirical data collected from four large scale industrial firms owned by the New Zealand Government. Interpretive analysis of marketing phenomena within and across the Case firms show that meta-patterns exist across marketing theory and the empirical data, and are also reflected in marketing practice. These meta-patterns reveal a role for marketing in firm technology transfer through deployment of resources that promote inter-firm and intra-firm relationships, collaboration, and cooperation, and the development of firm technological knowledge. The analysis facilitated development of a unique conceptual framework for industrial marketing that accommodates the meta-patterns identified in the study. The conceptual framework is significant because, in addition to providing a guide for industrial marketing practice, it challenges the efficacy of the traditional (4Ps) theory of marketing, which at its core relies on concepts that are not reflected in the study’s empirical findings, contemporary marketing theory, and contemporary marketing practice.

text: Industrial Firm Technology Transfer: The role of marketing Reliance on marketing concepts and frameworks that are out of step with practice in a new economy environment presents a particular problem for industrial marketers intent on extracting revenue from firm technology transfer effort, and is a challenge for marketing scholars seeking to bridge the gap between theory and practice. Using an interpretive methodology and the case study method, the study addresses the question what are the roles that marketing plays in industrial firm technology transfer effort by comparing and contrasting concepts and themes occurring in marketing and technology management theory with empirical data collected from four large scale industrial firms owned by the New Zealand Government. Interpretive analysis of marketing phenomena within and across the Case firms show that meta-patterns exist across marketing theory and the empirical data, and are also reflected in marketing practice. These meta-patterns reveal a role for marketing in firm technology transfer through deployment of resources that promote inter-firm and intra-firm relationships, collaboration, and cooperation, and the development of firm technological knowledge. The analysis facilitated development of a unique conceptual framework for industrial marketing that accommodates the meta-patterns identified in the study. The conceptual framework is significant because, in addition to providing a guide for industrial marketing practice, it challenges the efficacy of the traditional (4Ps) theory of marketing, which at its core relies on concepts that are not reflected in the study’s empirical findings, contemporary marketing theory, and contemporary marketing practice.

year: 2009

title: Effects of male call pitch on female behaviour and mate fidelity in little penguins

authors: Miyazaki, Masamine

subjects: advertising call

abstract: Playback experiments with two loudspeakers were conducted to examine how female little penguins (Eudyptula minor) respond to bray calls of males that varied in (1) dominant frequency (low vs high) and (2) familiarity (current partner vs stranger). In the first experiment, there was no statistically significant difference in the number of approaching females between low- and high-pitch calls. In the second experiment, using calls from the current partner and a stranger, females were more likely to approach closer to their own partners’ calls, regardless of the pitch of the stranger’s call. We conclude that female little penguins may recognize their partners’ calls (or at least familiar male calls) and appear to maintain mate fidelity even when larger, potentially more successful, strangers are on offer.

text: Effects of male call pitch on female behaviour and mate fidelity in little penguins Playback experiments with two loudspeakers were conducted to examine how female little penguins (Eudyptula minor) respond to bray calls of males that varied in (1) dominant frequency (low vs high) and (2) familiarity (current partner vs stranger). In the first experiment, there was no statistically significant difference in the number of approaching females between low- and high-pitch calls. In the second experiment, using calls from the current partner and a stranger, females were more likely to approach closer to their own partners’ calls, regardless of the pitch of the stranger’s call. We conclude that female little penguins may recognize their partners’ calls (or at least familiar male calls) and appear to maintain mate fidelity even when larger, potentially more successful, strangers are on offer.

year: 2005

title: An Assessment of the Cognitive Ability and the Attitude to Rehabilitation of European and Maori Trainees at a Borstal Institution.

authors: Zimmerman, Malcolm Laird

subjects: Borstal Institution

abstract: The incidence of delinquency in New Zealand has risen and is a cause for serious concern for the future of the nation. "As in all fields of social inquiry it is much easier to specify the problem than it is to account for its occurrence ... In the case of delinquency, it is much easier to record what has occurred as opposed to why - it is even more difficult to prevent delinquency from occurring at all. Why should this be so?" (Blizard, 1967, p.i.)
There are no easy answers: there are no short cuts to understanding: there will never be an easily worked out, or easily administered programme for prevention. The road is hard, costly both in terms of men, money and time.

text: An Assessment of the Cognitive Ability and the Attitude to Rehabilitation of European and Maori Trainees at a Borstal Institution. The incidence of delinquency in New Zealand has risen and is a cause for serious concern for the future of the nation. "As in all fields of social inquiry it is much easier to specify the problem than it is to account for its occurrence ... In the case of delinquency, it is much easier to record what has occurred as opposed to why - it is even more difficult to prevent delinquency from occurring at all. Why should this be so?" (Blizard, 1967, p.i.)
There are no easy answers: there are no short cuts to understanding: there will never be an easily worked out, or easily administered programme for prevention. The road is hard, costly both in terms of men, money and time.

year: 1971