BUSINESS MODEL DESIGN FOR UNIVERSITY TECHNOLOGY VALORISATION

Nowadays innovation is a multi-actor process that implies intra-and inter-organisational integration managed through networks and facilitated by Information and Communication Technologies (ICTs). Newest innovation management models consider systemic approaches, flexible, immediate and customized responses, multidisciplinary and complex projects involving competent people. It is in this context that universities represent an important player that ultimately contribute to socio-economic wealth generation, through education, research and -gradually increasing and intensifying-third mission activities such as technology valorisation and commercialisation. Even policy makers do realise the importance of such activities and create favourable conditions and incentives towards its realisation, the reality of the academic community as knowledge transferor has great potential towards improvement in both quality and quantity. The Open Innovation defined as a distributed innovation process based on purposively managed knowledge flows across organizational boundaries, using pecuniary and non-pecuniary mechanisms in line with the organization's business model considers the business model a key aspect of the new paradigm. A recent report of the European Commission (2012) on knowledge transfer in Europe titled "Barriers and drivers in European university - business cooperation" identifies a series of barriers that act as hindering factors. Barriers are grouped in three main categories: i) usability of results, ii) funding, and iii) relational barriers. Beyond the mentioned categories, teaching and research staff representing the academic community often also lacks knowledge on the complex process of technology valorisation implying strategic analysis and decisionmaking, innovation management, market research and consumer behaviour and satisfaction aspects. Accordingly the aim of the present contribution is to provide a decision making framework in order to elaborate some innovative possible business models so as to valorise specific research carried out in universities. The case of the Universitat de Girona, Spain (UdG) and more precisely the Visio per COmputador i ROBotica (ViCOROB) research group will be discussed. Discussions about implication, future works and limitations of this framework are also given.