Objective - Despite the broad extent of the scientific activity dealing with university-business cooperation, Poland has yet to develop a satisfactory cooperation strategy that takes business needs into account. This issue is still relevant due to the need for continuous improvement and resulting benefits aimed at improving enterprise competitiveness.

Methodology/Technique - Authors of this article attempt to select an overriding determinant that has an impact on maintaining the balance of cooperation between businesses and universities, constituting the basis for further research on the creation of a cooperation strategy.

Finding - Based on the conducted pilot studies, the authors propose the implementation of marketing orientation towards business-university relations, influencing the improvement of communication and selective drawing of ideas from the experiences of other countries.

Novelty - The proposed solutions aim to initiate further activities to build global cooperation networks using artificial intelligence tools, i.e. a broker platform.

Type of Paper - Empirical

Keywords: Communication, Business, University, Cooperation, Marketing Orientation

JEL Classification: L320, L330, M200.

URI: http://gatrenterprise.com/GATRJournals/GJBSSR/vol10.1_5.html

DOI: https://doi.org/10.35609/gjbssr.2022.10.1(5)

Pages 38–46