Year: 2024
Type: article
Study design: Observational Study
Abstract: The study examined how collaboration between universities, industries, and government (the Triple Helix model) fosters marketing innovations in the Information Technology (IT) sector. Utilizing a sample size of 540 respondents from various sectors, the research explored key indicators such as collaboration dynamics, innovation output, knowledge transfer, and the impact of these innovations on marketing performance. The findings revealed that strong partnerships led to significant improvements in competitive advantage, market reach, and sales growth, while challenges in implementation and government support were noted as limiting factors. The study concluded that the success of marketing innovations through the Triple Helix model depends on effective collaboration, tailored knowledge transfer, and strategic implementation. Recommendations include enhancing collaborative networks, improving knowledge transfer, and ensuring government policies facilitate innovation adoption. This research highlights the potential of the Triple Helix model to drive long-term growth and competitiveness in the IT marketing landscape.
Author: Lusekelo Kibona
Institution: Ruaha Catholic University
Language: English
Subfield: Management of Technology and Innovation
Domain: Social Sciences
Open Access status: bronze
OpenAlex ID: W4407008579