Market Orientation, Funding, and Strategic Alliances in Enhancing Technology Commercialization Capabilities: A Systematic Literature Review

HRMARS - Technology commercialization capability (TCC) is essential for universities and non-profit Technology Transfer Offices (TTOs) seeking to transform research outputs into marketable innovations. Although prior studies have examined market orientation, funding, and strategic alliances separately, limited research integrates these constructs within a unified framework. This study addresses this gap through a PRISMA-based systematic literature review of 72 peer-reviewed articles published between 2010 and 2025, sourced from Scopus, Web of Science, and Science Direct. The findings identify three interrelated antecedents of TCC. Market orientation enhances opportunity recognition by aligning research with industry and societal needs. Funding provides financial continuity for patenting, prototyping, and validation activities, particularly in bridging the “valley of death.” Strategic alliances facilitate access to complementary expertise, networks, and commercialization channels through collaborative governance mechanisms. Drawing on the Resource-Based View, Dynamic Capabilities Theory, and Open Innovation Theory, the review develops an integrated conceptual framework explaining how sensing, seizing, and reconfiguring capabilities jointly strengthen commercialization performance. The study contributes by extending dynamic capability logic to non-profit and university contexts. It offers strategic guidance for policymakers and TTO managers to design integrated commercialization ecosystems that enhance the impact of innovation and long-term competitiveness.