Marketing Planning 4.0: Framework for Science and Technology Institutes

Interactions between Science and Technology Institutions (STIs) and the actors of the Innovation Ecosystem are essential to the technological development of businesses and society in a dynamic environment. In this situation, it is essential to integrate innovation and marketing strategies to improve the performance of STIs. There are numerous marketing methods and instruments currently available, but marketing 4.0 stands out. This study proposes a marketing 4.0 planning framework for STIs. To accomplish this, a preliminary systematic literature review and a survey of 14 STIs affiliated with EMBRAPII (Brazilian Enterprise for Research and Industrial Innovation) were conducted. The proposal for a marketing 4.0 planning framework for STIs is based on assumptions derived from a literature review and STIs' responses to a questionnaire. To shift strategic assumptions from the analog to the digital era, it is necessary to act on the consumer, competition, data, innovation, and value domains. Based on these presumptions, the framework consists of five stages: scenario comprehension, mapping/identification, planning/detail, action, and evaluation of results.