(University of Zilina, 2018) Možuchová, Lucia; Pechota, Matej
In the knowledge-driven economy there is a growing need for deeper and more productive interaction between
universities and industry. Science-to-business (S2B) marketing is characterized by that two different spheres meet - the academic
and the business. In S2B marketing, partnership refers to the activities whose aim is to create accordance between
internal and external stakeholders. Internal partnership is focused on creating an atmosphere of partnership within the organization.
The aim of the paper is to propose possible changes in the implementation of the S2B internal partnership in terms
of University of Žilina. In order to achieve the stated aim, an analysis of the application of the S2B internal partnership at
selected universities was performed.
