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The link between universities and the industry has been of concern both locally as well as globally for a long time, for the obvious reason that it is perceived to enhance organizational performance. The gap between universities and the industry has been widening in developing countries leading to lost opportunities for joint research, product development and job creation. Marketing and entrepreneurship could play a pivotal role in reversing the weakened linkages by building mutual relationship and strengthening bonds between universities and industry. This study sought to examine the role of marketing and entrepreneurship as important tools for enhancing the university industry linkages. The study sought to determine the aspects of marketing and entrepreneurship that have the highest influence on enhancing the university industry linkages. It considered the nexus of entrepreneurship and marketing exemplified by the attributes of innovativeness, creativity, risk taking; proactive orientation and value creation as crucial for creating, nurturing and developing sustained linkages between universities and industry. The study targeted 150 small and medium sized enterprises in Nairobi City County, out of which 143 responded, giving a response rate of 95 %. Data was collected using structured questionnaire administered to managers of small and medium sized enterprises engaged in manufacturing, retail, banking and hospitals. Survey data collected from small and medium enterprises will be analyzed through descriptive statistics including mean scores and standard deviation. We will test our hypothesis through regression analysis. The study found that marketing practices especially those focused on the product, promotion and distribution were key in enhancing University industry linkage. With regards to entrepreneurial orientation, risk taking, and creativity indicators were found to be more important than innovation in enhancing university-industry linkages.
The labor market is dynamic and frequently calls for new skills, knowledge, and abilities. The changing needs of industry place a higher demand on institutions of higher learning to monitor trends in labor needs, identify skill gaps, and to use industry insights for developing programs and curricula that mold human resources to create value for employers and society at large. While several institutions of higher learning are responsive to industry needs through curricula reviews and the development of new programs, little attention is given to pedagogical issues that affect the delivery of knowledge and the development of skills intended by various education programs. Consequently, teachers are entrusted with the freedom to decide the teaching methods that are appropriate under each circumstance. Despite the changing face of the labor market, not much energy has been channeled towards adjusting teaching methods for effective delivery of skills required by students. The failure to adjust teaching methods for training graduates has led to what is commonly known as ‘halfbaked graduates’. In other words, graduates who lack the skills and abilities necessary for placement in the industry. However, the success of an institution of higher learning is illustrated by its ability to train people who perfectly match the needs of the industry.
Culture is the constellation of shared believes, mores, values, and traditions that define the behavior of people and it is unique to each community at local and national levels. Culture determines the languages spoken by the people, their attitude towards others, and their behavior. While the family is the immediate point through which culture is learned by children, socialization at institutions such as religious organizations, places of worship, schools, and the society’s dispute resolution system reinforce culture. Unlike the Internet, traditional media in the forms of local and national print and audio-visual content tend to reinforce cultural beliefs, values, and practices of specific communities. The uniqueness of culture creates market penetration challenges to entrepreneurs in international markets. Therefore, intercultural communication is a necessary skill for reducing cultural liability and increasing the success of entrepreneurial ventures.