The Selected Aspects of a S2B Internal Partnership

Abstract

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.