Technology Transfer and Marketing Strategies

Running head: MARKETING
Marketing
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MARKETING1
Introduction:
Technology transfer in simpler words can be described as the transfer of technologies
from one person to another or from one organization to other. Technology transfer happens
along various axes: within the universities, from universities to businesses (and vice versa),
from large businesses to smaller ones (and vice versa), from governments to businesses (and
vice versa), across geopolitical borders, among these the transfer of technology is very
common and both openly and surreptitiously. One of the primary reason of technology
transfer is mainly to exchange or to share ideas and strategies and also efforts to share skills,
knowledge, technologies, methods of manufacturing, samples of importing, exporting and
also manufacturing, and facilities among governments and other institutions to ensure that
scientific and technological developments are accessible to a greater range of users so that the
people within and outside the organization are having better ideas in terms of processing
applications, materials, or services. It is closely related to (also it can be considered a subset
of) knowledge transfer. Horizontal transfer is the movement of technologies from a particular
to some other area having exchange of ideas and technological strategies. So the technology
transfer can be categorized into two groups as the horizontal and vertical technology transfer,
where in case of vertical techno logy transfer occurs when technologies are moved from
applied research centres to research and development departments (Mahroum 2016).
Discussion:
In the year 1987 Dietrich Mateschitz is well known to launch the energy drink called
Red Bull, where red bull also makes use of a progressive, apart from it there are many other
progressive approaches. However making use of advertisement is the most essential and the
smart way for promoting and attracting by convincing the customer around. This is termed as