ABSTRACT
Based on the research results presented in the earlier chapter, the author presents possible ways to shape university–business relations. From the presented approach, the formation of long-term relations between science and business understood as a process can be based on the concept of relationship marketing. This is because this concept assumes the necessity of establishing ties with new business entities that have not previously cooperated with the university and strengthening ties with business entities already associated with universities. In turn, considering relationship marketing under conditions of digital transformation without considering value marketing is not easy. This is because long-term, synergistic and mutually beneficial relationships linking universities with businesses create additional value in knowledge gains for both partners. This means that the science–business relationship should be built through the inclusion and sustained involvement of businesses in value creation, resulting in knowledge gains for both partners and their mutual loyalty and satisfaction.
