Authors : Wan Mohd Hirwani Wan Hussain, Mohd Nizam Ab Rahman, Wan Kamal Mujani, Noor Inayah Yaakub and Zinatul Ashiqin Zainol
Abstract: This study analyzes and empirically examines whether the online legal marketing concept can function as an effective strategy in promoting commercialization and technology transfer in the Malaysian scenario. The debate about technology transfer and commercialization has become important in Malaysian universities. Most of the literature only focus on the patenting, licensing, spin off and there is a lack of research on the role of lawyers to facilitate the commercialization process. Traditionally the role of lawyers only focus on legal matters such as applying and protecting Intellectual Property (IP). We feel that their role can be expanded further because they are involved in the commercialization process from the start. Another important element is the nature of their profession which is based on professionalism, integrity and trust, placing them as the most relevant referral point to help universities in the commercialization process. This study looks at how lawyers may market university innovations when they simultaneously market their legal skills online. The study recommends that lawyers who have been appointed as legal advisors for universities may simultaneously act as their online marketing agents.
Wan Mohd Hirwani Wan Hussain, Mohd Nizam Ab Rahman, Wan Kamal Mujani, Noor Inayah Yaakub and Zinatul Ashiqin Zainol, 2011. Legal Marketing Online: Lawyers Facilitate in Commercialization of Malaysian University Research. International Business Management, 5: 339-344.