university-corporate relations: best practices...nacro: network of academic corporate relations...
TRANSCRIPT
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PRESENTED BY KAREN BENDER, ASEE ERC CONFERENCE
MARCH 8, 2017
University-Corporate Relations: Best Practices
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Approach to University/Industry
Partnerships
Which do you choose?
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NACRO: NETWORK of Academic
Corporate Relations Officers
• Founded in 2007
• Now over 500 U.S. members, plus Canada, Mexico, Chile, Australia, UAE, etc.
• Resources include white papers, such as best practices and metrics
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Overview of discussion
(1) Building partnerships
(2) Navigating partnerships
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Overview of discussion
(1) Building partnerships
(2) Navigating partnerships
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Benefits from University/Industry
PartnershipsUniversity benefits from…
Jobs & internships for students; fellowships
Executive education participants
Expanded research capacity; access to real-world problems
Licensing revenue
Equipment & facility fees
Event funding
Company benefits from…
Future employees, recruiting
Executive education training for employees
Research expertise not available in-house
Licensing technologies
Access to specialized equipment
Event sponsorship, publicity and association
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#1. University assets
• Research and development capabilities; students, etc.
•What differentiates your campus?
Steps in building external
partnership
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#2. Identify fit with needs of corporate partner
• Research needs • Workforce needs
Steps in building external
partnership
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Finding a good fit
Examine a company’s:
Location
Profitability
Size
Alumni
Previous relationship with universities
Research interests
What type of degreed positions do they hire for
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Not always a match
Sometimes partnership just don’t align
Don’t force it!
Honest assessment needs to be done
Must be win-win for both sides
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University
Corporate Partner
1. University assets• Research and development capabilities, • What differentiates your campus?
2. Identify fit with needs of partner• Research and workforce needs3. Align partner interests
with campus capabilities
Steps in building external
partnership
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Steps in building external
partnership
University
Corporate Partner
1. University assets• Research and development capabilities• What differentiates your campus?
2. Identify fit with needs of partner• Research and workforce needs
3. Align partner interests with campus capabilities
4. Establish and Implement partnering strategy• Developing the team• Faculty/Students• Company Representatives• Career Services, etc.
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Overview of discussion
(1) Building partnerships
(2) Navigating partnerships:
Information and Relationships
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Information Management is huge!
Understanding the company and fit with your
campus, current engagements, past successes
and failures will help you navigate shifts in
direction, whether voluntary or imposed.
Relationships, Relationships, Relationships!
Knowing who to work with externally and
internally is as important as knowing what to
work on.
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Information: The Who, What and Why
of the University/Industry Interactions
IP, Licensing &
Commercialization
Talent
Pipeline
Colleges,
Schools &Centers
Private
Support
(Gifts & Grants)
Education &
Business
Services
Research
Collaborations
INDUSTRY
PARTNERSHIP
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Develop and Structure
Collaborations
Consider both a company and campus
champions
Define goals of the partnership
Assess – feedback and check points are
essential
Engage technical experts!
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Steward and Grow the Relationship
Easier to retain existing partners than to
acquire new ones
Stewardship activities are critical to support
existing relationships
Desired outcomes of effective stewardship may include:
Increasing company investment
Numbers of connections with the university increasing
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Challenges for industry investment
Universities needs to remember:
Companies often have very short timelines
Companies must make money to survive
Companies not likely to invest resources if
there is no benefit to them
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NACRO Whitepapers
Corporations no longer consider themselves ‘donors’ to academia; they consider themselves ‘investors. Read about this in the “Five Essential Elements of a Successful Twenty-First Century University Corporate Relations Program”
“Metrics for a Successful Twenty-First Century Academic Corporate Relations Program” provides engagement process models, frameworks and tools for assessment of CR programs, and more
"Engagement of Academic Corporate Relations Officers in University-Industry Centers of Research Excellence" describes a typical Center development cycle, including the five main stages, and examines the role the CR professional in the devel Center Development of sustainable Centers of Research Excellence.
www.nacroncon.org/resources
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Thank you!