Craig George’s Post

Interesting new research from the American Marketing Association, published in the Journal of Marketing, about the power of university and industry collaboration as a strong marketing tool. The research suggests consumers perceive products as more attractive when portrayed as developed in collaboration with a university, and this collaboration provides a stronger sense of scientific legitimacy. This effect is more pronounced when scientific legitimacy is important to the product, project, company, and/or target consumer. One study shows participants willing to pay 65% more for the same product when it was portrayed as being co-developed with a university! So, whether you are developing a new consumer product or service or championing a major project, consider the marketing benefits of university collaboration. #marketing #publicrelations https://lnkd.in/g6MT5DaW