IMPACT OF INDUSTRY-ACADEMIA INTERFACE ON DEVELOPMENT OF

MANAGEMENT COLLEGES OR UNIVERSITIES

By- Dr.GAURAV BISARIA, Assistant Professor, Faculty of Management & Research,
INTEGRAL UNIVERSITY, Lucknow. U.P. INDIA.
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ABSTRACT

Academia- Industry Interface could be defined as interactive and collaborative

arrangement between academic institutions and business corporations for the
achievement of certain mutually inclusive goals and objectives. Academic world is
creative and the industry has the task of commercializing ideas. Industry-academia
collaboration, world over, is quite limited and no model that is widely used exists, though
this has always been a topic of discussion on both sides. A productive interface between
industry and academia, in the present times of knowledge economy, is a critical
requirement. Industry- academia interface brings to meet the industry’s needs and
expectations and the academic aspirations. Interactions between universities, research
institutions and private industry are discussed in a growing body of different issues and
collaborations. Collaboration remains dependent upon and shaped by the organizational
and management characteristics of partners engaged in cooperative activity. This research
paper examines the objectives, challenges and benefits of industry- academic interface.
The dynamic forces operating within the industry-research institution interface are
analyzed in this paper.

The goal of this research paper is to outline what is the importance of industry- academia
interface, popular ways of tying up industry- academia interface through the efforts of
Educational Institutions and through the efforts of Companies and finally the view of
Corporate Managers that the Indian academia is not upto the standards of Industry level
and the view of Management Teachers differs with the view of Corporate Managers. The
research has been conducted among Students and Teachers of Management Colleges or
Universities and the Corporate Managers of Lucknow U.P. which were 100 in number
through Questionnaires. The technique which was collected for sampling was the
Random Sampling and the population was finite. The main objective was to know the
impact of Industry –academia interface on the development of Management Colleges or
Universities.

INTRODUCTION

Management Colleges and industry, which for long have been operating in separate
domains, are rapidly inching closer to each other to create synergies. The constantly
changing management paradigms, in response to growing complexity of the business
environment, today, have necessitated these two to come closer. A productive interface
between industry and academia in the present times of knowledge economy is a critical
requirement. A structured and regular interface between industry and the academia is
necessary while formulating curricula in technical schools, colleges and universities. This
will ensure that the education imparted in such institutions leads to creation of expertise
and skills that would meet the specific requirements of industry. The primary role of an
institution of higher learning is to create and propagate knowledge. To do this, they need
to create knowledge, keep this knowledge aligned to emerging realities, develop the
appropriate tools and means to disseminate this knowledge (like case studies, research
publications) and ensure that their faculty is competent and can inspire and facilitate adult
learning. For example IIM Bangalore organizes L-Cube '08 - an annual industry-academia
interface event. Educational institutions have focused on branding and positioning instead
of creating and propagating knowledge. History, however, tells us that brand perception
and placement opportunities have always been the result of deliberate efforts. Failure to
recognize each other’s role will reduce the interface between industry and institute and it
can potentially give rise to mismatch between demand and supply of manpower, which,
in turn, can cause disruption in the job market.

The industry-academia interface benefits not only the educational institutions but also the
company. Companies are increasingly moving beyond the conventional role of merely
absorbing talent; they are also actively participating in the process of shaping it. For the
companies today, human talent is the most valuable asset. It is important that
organizations not only hire talent, but also engage in increasing talent availability in the
industry and provide growth opportunities, in a responsible manner. One way of doing it
is through building close relationship with educational institutions, which need support
and expertise from the industry in grooming their students by augmenting theirs skills,
knowledge and awareness before they step into the bigger world. Each organization has
its own needs and thereby try to impart the same training to job aspirants through these
tie ups. Every company has its unique product/ services line which differentiates itself
from its competitors in the market. By tying up with educational institutions, companies
save lot of time and resources and get future leaders. For example Wipro Technologies
initiates industry-academia interface as they train engineering faculty in adapting modern
teaching techniques and to keep themselves abreast with the requirements of the
corporate world.

BODY COPY

Industry-academia interface projects that industry and academia engagement has to be

based on models of best practices, correct partners and processes needed within
university, funding agencies and companies to help make smart, efficient and effective
partnerships.

The main objectives of Industry-academia interface can be following:

 To provide unique opportunities of professional education to students.

 To equip students with high level of conceptual, analytical and descriptive
abilities.
 To enable students to comprehend and understand the complex environment and
handle there assignments competently and effectively.
 To enable students to develop high proficiency in interpersonal social and
 communication skills.
 To strengthen the decision making skills of the students.
 To help students develop a holistic and integrated personality.
 To provide students social and moral values and pride in national heritage.
 To initiate team spirit, group learning and cross cultural heritage.
 To help the students acquire the abilities, attitude and personality behooving a
professional and responsible citizen.

CHALLENGES IN INDUSTRY-ACADEMIA COLLABORATION

Academia-industry collaboration has always been a topic of discussion in both the sides
and still no model exists that is widely used. Indeed, the collaboration, world over, is
quite limited. This just shows the difficulty of the problem. Here, we discuss the different
types of collaboration that are possible, particularly in the Indian scenario:

Producer-Consumer Interaction

The common interaction model between academia and industry is that of producer-
consumer – a relationship that has existed for long between the two sides. This
relationship necessitates some collaboration as the consumer has to ensure that the output
of the producer satisfies the needs to a large extent. Hence, one form of collaboration,
which is more in the nature of a feedback loop, is for the industry to provide inputs back
to the academic institutions regarding their perception or evaluation of their products.
Interestingly, even this rather obvious kind of interaction does not occur in a structured
manner, as both the sides maintain a distant relationship. Though there are many reasons
for this for
Example, the academia not taking kindly to the often self-serving suggestions of a
company, the main reason is lack of suitable forums and platforms to facilitate this. Note
that though general forums covering the issue at a broad level are useful, to implement
this collaboration in any meaningful way, forums at institute level are necessary.

Collaboration in Continuing Education

One of the core competencies of academic institutions is teaching. And many institutes
engaged in education at high end, have the courseware and ability to provide training for
high-end manpower development. Many of these topics are of interest to industry.
Therefore, a natural collaboration possibility is for the academic faculty and institutes to
conduct training in topics of interest for industry. This model has existed for long time
and is reasonably well understood. This form of relationship is also beneficial to both.
Typically, in this form of collaboration, continuing education programs are offered which
are designed for industry participants. Short courses may be offered by some faculty in
some company or some common place. There can also be the need for programs for
working professionals which seems to be increasing. Programs for working professionals
in management are now picking up in India. This is one area that can be potentially
developed, and it is best done if both sides collaborate.
Collaboration in Research

Today in the world driven by Intellectual Property, there is an increased interest in

collaboration in the area of research. For the purposes of our discussion, research can be
considered as the activity of creating new knowledge. Though academicians in most good
institutes engage in research, collaboration in this area is possible only if the industry has
a need for research. Though the goal of research is to create new knowledge, the purpose
of research in a company is
to create new knowledge which other parts of the company can use to improve the
business. Research is typically not a business or a profit center but a long term
investment, which helps a company, generates more revenue and profits. In India, till
recently there was no need for research in most companies – the knowledge that existed
in the public domain was sufficient for the business the company was engaged in. But
that seems to be changing now. A technology player whose business depends on pushing
technology advances needs research simply to develop new technologies that it can then
use to bring out newer products in the market place.
Academicians have a very strong ability to abstract from the problem and conceptualize
and then solve it in the conceptual domain. This is an expertise that is woefully lacking in
the industry, which is faced with down-to-earth problems day-in and day-out, often not
letting the conceptualization skill to develop. And without proper conceptualization, there
can really be no research, as research always tries to address a general problem. So, there
is a natural synergy between the academic and the industry researcher – academician can
lend the conceptualization and generalization skills and the industry can provide the
practical reality in which the conceptualization can be rooted. What both sides have to
realize is that bringing the two together requires a great deal of solid interaction as
communication gaps exist. And there is no easy way to bridge this gap – both sides must
simply spend time together to understand each others context and develop a common
language. Industry in India often looks for “consultants” in academic community –
basically experts who can guide them in solving their problems. This model assumes that
the academic is already working on those problems.

RESEARCH METHODOLOGY

Sample Size: 100, Sampling Technique: Random Sampling, Population: Finite, Data
Collection Instrument: Questionnaire, Demographic: Students and Teachers of Private
Management Colleges or Universities & Corporate peoples, Geographic Location: Luck
now, U.P. INDIA.

The research was conducted in the management colleges or universities and the corporate
world where many facts were known and discussed. The very first part of the research is
to know the importance of industry-academia interface which is represented through the
graph 1.1. The next data representation was to know the popular ways of typing up
industry academia interface from the view point of educational institutions in the graph
1.2. The next data representation is of same category i.e. to know the popular ways of
typing up industry academia interface but from the view point of the companies through
the graph 1.3. The next data representation is to know the fact that Indian academia is not
upto the expectations of industry standards from the view point of industry through the
graph 1.4. The last data representation is to know the same fact that Indian academia is
not upto the expectations of industry standards but from the view point of educational
institutions through the graph 1.5.

FINDINGS

 Everyone whether the Students or the Teachers of Management Colleges or

Universities or the corporate guys agreed that there is great importance of
Industry- Academia Interface showing the favourable 83% while 9% says that they
do not agree and the rest 8% were totally innocent over the issue.
 Majority of Management Students or Teachers have said that the popular ways of
typing up Industry –Academia interface will be by CAMPUS SELECTION having
61%, 27% says through RESEARCH\ JOINT PROJECTS while the rest 12% says
through GUEST LECTURES. The main focus was for CAMPUS SELECTION
because through this there can be relations between both the parties as well as the
students can get good jobs with branded banners. Some have said that
RESEARCH\ JOINT PROJECTS can lead to relations because academic peoples
are good at collection of data and analysis of data for the discovery or the solutions
of the problems. Some have said that GUEST LECTURES can also be good
because in an hour or so one can brief the students about the reality of the
Corporate World.

 Majority of Corporate Managers have also said that the popular ways of typing up
Industry –Academia interface will be by CAMPUS SELECTION having 68%,
19% have said through INTERNSHIP OPPORTUNTIES while the rest 13% said it
can also be through AWARDS FOR ACADEMIC EXCELLENCE. The Corporate
Managers are also agreeing the point of CAMPUS SELECTION because they
have also been students, one day so they know the psychology of students very
well. Some have said that INTERNSHIP OPPORTUNTIES can also work because
they can train students for a particular period and the company peoples can have
there own work while training by paying them stipends which will cost less
expenditures than by giving salaries to the employees. Some managers have said
that there can be AWARDS FOR ACADEMIC EXCELLENCE, this will make
there company name popular in the eyes of students which will ultimately help
them to fetch quality oriented students for the jobs in there companies.

 Many Corporate Managers i.e. 78% have said that Indian Academia is not upto the
Industry Standards while the rest 22% have said that they are doing fine. Majority
of corporate managers are not happy with the Indian Management students
performances in the jobs because they are making quick switch over’s from one
company to another and are always thinking for amount of salaries. Actually they
are not happy with Management students and they are blaming Indian Academia.
Some corporate managers are of the view that it is natural process and things go on
like this and everything is fine.
  Many Management Students and Faculties i.e. 88% have dis-agreed upon the
statement that Indian Academia is not upto the Industry Standards while the rest
12% were agreeing to the statement. Majority of Management students and
teachers have said that those companies which are not financially strong are of the
view that Indian Academia is not up to the Industry standards because they are
looking for multi-tasking characteristics of students where they have to pay for one
task and they can take the work of multiple task while good and branded
companies do not think in this way as they like specialists. Some faculty members
who were not happy with the Institutions were agreeing the above statement of
Indian Academia is not up to the Industry standards.

SUGGESTIONS

 Management Colleges or Universities should try to develop relations with the

Corporate Managers by Research \ Joint Projects and Guest Lectures so that there
can be more Campus Interviews leading to more healthy placements.
 The clapping can only be done by both the hands so the Corporate Managers
should also come forward with the Internships Programmes, Awards for
academic excellence and above all Campus Interviews which will help them to
get right profile of candidates which they are looking for different vacancies.
These techniques will help the Management Colleges or Universities to get
acquaintance with the different companies and the products and services they are
dealing in and likewise the students can be trained.

 The clashes will be there between academic peoples and the corporate peoples so
the best possible technique is ignore the controversial areas and issues and we
should be busy with our own responsibilities and obligations rather than of
others. This means that the Management College or University Teachers should
teach with their best efforts and the corporate managers should hide the working
patterns and the salary issues.

BENEFITS OF THE INDUSTRY ACADEMIA INTERFACE

 TALENT POOL: The need to groom talent early on is keenly being felt by the
corporate sector as many organizations these days are tying up with educational
institutions. Companies are increasingly moving beyond the conventional role of
merely absorbing talent but they are also actively participating in the process of
shaping it. For the companies today, human talent is the most valuable asset. The
companies can find immediate talent pool from the Management Colleges or the
Universities without the wastage of precious time. The corporate managers are
also busy with their tasks and are not interested for the wastage of time. Their
single moment of time works for the profitability and are very much commercial
and professional so they are not in the view to spend time on training peoples.
This means that when they will hire peoples then at once they like to have job
action. Here there is lot of time saving.
  GROOMING & EDUCATION: The platform of Industry Academia
Convergence endeavours to bring together higher education institutions and
employers to evolve modalities for collaboration with the aim to meet India’s
medium and long term skills and business needs for the 21st century. There are
two major things which are occurring first is to bring about greater
professionalism in the administration of education and second is education began
to look for good practices outside its own confines to improve its efficiency
image. The grooming and education can be given as per company requirements.
Besides, lot of time is saved. In the long term, an organisation’s talent pool
becomes familiar with company’s culture, code of conduct, plans for future and
develops skills as per company’s requirements. Such things in the long run
become an asset to an organisation.
 TIME SAYING: For students it’s a lengthy process cut short. Student always
study to utilize their academics at work. If they study what they are supposed to
do at work, then their investment of 4–6 years in education gets fully utilized and
they are also assured about their placements. Simultaneously the time of
corporate managers is also saved as they do not have to spend much on giving
education to the management students related with the market trends and issues.
They will be getting readymade food to eat for the fulfillment of their
requirements. This time saving can help the corporate managers for doing some
other task which can be more profitable and hence leading to profitability.

 RESEARCH ORIENTED INSTITUTES: Research in a Higher Educational

Institution is an important facet of work. It is inconceivable to have a good
technical educational institution sustaining itself solely on the basis of teaching
programmes. Research is an important and vital component of the surroundings
of the undergraduate as well as post graduate student. This will help the corporate
world to have real data’s for their business functioning as well as overcoming
competitors. The primary purpose of such research institutes is to advance
knowledge and enrich educational programmes.

 MOTIVATING STUDENTS & TEACHERS: Industry academia interface can

help teachers to use special techniques for showering knowledge to their
management students. A need will be felt to make students and teachers better
equipped to enter the workforce, where use of technology is a standard practice.
It will change the way teachers teach, may impact their status in the classroom
and will definitely alter the way students learn by enabling them to develop
numerous modes, techniques, tools and styles of learning. There will be no lack
of resources for teaching in higher education and Management Colleges or
Universities will take pains to provide these technologies to the teachers in higher
education. These positive steps will help everyone in the school to be more
successful, more motivated, and more satisfied with their work.

INDUSTRY SECTORS FOR CAMPUS PLACEMENT

 Manufacturing or Exporter- 84.39%
  Brand-2.95%
 Buying House- 1.69%
 Consultant- 1.69%
 Designer-3.8%
 Education-0.42%
 Retail-2.95%
 Media-1.69%
 Infra-structure-0.42%

COMPLEXIONS OF INDUSTRY ACADEMIA

Increasing complexity in academic and business world and constantly changing needs
of the industry:

 Increasing criticality of human competence in creating and sustaining

competitiveness of the organizations
 Shift in management paradigm of professional schools from earlier academic
models to revenue based models
 Growing competition for student placements and industry mind-share, with rapid
increase in the number of professional schools and hence the graduates
 Growing pressure from industry to make their fresh inductees productive from
day one to reduce the subsequent training costs.

CONCLUSION

Private sector — and not the Government — had emerged as a major provider of new
jobs. As such, education would increasingly need to be applications-specific. To facilitate
this, academia and industry would have to interact on a regular basis. There should be
new education policies and employment opportunities because time is changing and there
is a need for change in the mindset of our education system.

Industry- academic are a novel form of bridging the gap between the job requirement and
the training imparted at educational institutions The main aim of this paper is that the
industry-academia engagement should not be tentative and ritualistic, but real. Industry-
academic tie ups is sure a win- win situation for both parties. The management students
should think in terms of entrepreneurship and utilize the human talent available in the
country for the growth and prosperity of the nation.

GRAPHICAL REPRESENTATION OF THE RESEARCH

Graph 1.1: Showing data representation of the importance of industry academia interface
Graph 1.2: Showing the data representation of popular ways of typing industry academia
interface from the efforts of educational institutions

Graph 1.3: Showing the data representation of popular ways of typing industry academia
interface from the efforts of companies

Graph 1.4: Showing the data representation of Indian academia not upto the industry
standards from industry point of view
Graph 1.5: Showing the data representation of Indian academia not upto the industry
standards from educational institutions point of view

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