UNIVERSITY-INDUSTRY VALUE CO-CREATION THROUGH RELATIONSHIP MARKETING

Companies are facing changes in their environments due to globalization. This situation implies the necessity contemporary companies have of being aware of the transformations that their markets are experiencing in order to address their needs in the best way. Universities are in the same circumstance. In this scenario, universities, like companies do, are called to implement relationship marketing strategies with their stakeholders in order to promote value co-creation to obtain competitive advantage. Consequently, the purpose of this study is to discover, interpret and contrast the values co-created from the implementation of relationship marketing strategy between universities and companies, likewise detecting the factors that influence the emergence of value co-creation. To do that, a model that integrates co-creation and relationship marketing is proposed and will be tested in the Colombian context.