According to the basic idea of the S2B marketing the commercialization of scientific innovations and intellectual properties requires a specific marketing approach.
S2B marketing is related to innovation marketing, but it interprets its content specifically in relation to higher education institutions (primarily research universities). In our previous studies we developed a unique marketing mix model for contextualizing the general marketing approaches of S2B marketing.
We have applied McCarthy's well known 4P marketing-mix model on one hand, and extended it with two additional factors on the other, thus we have developed a 6P marketing mix model based on McCarthy's 4P model. The two additional factors are Potential and Partnership.