Faced with a substantially changing environment, universities must reformulate their strategies if they are to operate effectively in the new context. Among their key strategic considerations should be how the positive voluntary behaviour of firms towards them can be encouraged and increased. The objective of this study is therefore to identify the variables that determine such voluntary behaviour. The paper shows how firm satisfaction, the university's commitment as perceived by firms and the commitment of firms themselves act to exert a positive impact on the degree of participation, cooperation and loyalty of firms. The analysis is intended to help university managers make appropriate strategic decisions in their efforts to confront the challenges of the new environment.
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