A dyadic study of "champions'' in university-industry relationships

Purpose - This dyadic study aims to analyses the influence of champions, particularly their personal engagement and experience, on relationships that cross different sectors and working environments. Design/methodology/approach - Based on an extensive literature review and initial qualitative research, a conceptual dyadic model is presented and tested using structural equation modelling methods. Findings - Path analysis results show a surprisingly weak effect of champions. However, personal experience influenced engagement, which, in turn, impacted on commitment. Furthermore, a positive influence of trust and commitment on satisfaction is confirmed. Research limitations/implications - The results are limited by the small dyadic sample size and a potential bias towards positive relationships. Originality/value - Based on relationship and services marketing theory, this paper provides much needed insights on university-industry relationships, analysing the influence of personal engagement and experience on the relationship characteristics trust and commitment and, in turn, on satisfaction.