The much debated relationship marketing paradigm suggests that the marketingstrategy should be framed in terms of the development of long-term and mutually rewardingcustomer relationships, rather than simply focussing upon the promotion and selling ofproducts and services. Moreover, customer...

Purpose – This paper aims to stimulate debate among academic and policymaking communities as to understanding the importance of social processes and open innovation contexts within existing models of knowledge transfer and exchange (KTE) between higher education institutions (HEIs) and...