Enhancing Technology Commercialization Capabilities in Non-Profit TTOS Using Market Orientation, Funding and Strategic Alliances and Entrepreneurial Orientation of Project Manager

Technology Transfer Offices (TTOs) in Malaysian public universities play a pivotal role in bridging academic research and market application. However, these non-profit entities face persistent challenges in translating research outputs into commercially viable innovations. This conceptual paper proposes a theoretically grounded framework to enhance technology commercialization capabilities (TCC) within these institutions. Guided by Open Innovation Theory and Dynamic Capabilities Theory, the framework identifies Market Orientation, Funding, and Strategic Alliances as core organizational enablers, while introducing the Entrepreneurial Orientation (EO) of project managers as a moderating variable. By integrating structural and behavioral dimensions, this study addresses significant gaps in the literature on university -industry collaboration, especially within emerging economies. The proposed model contributes to theory development and offers actionable insights for policymakers and academic leaders aiming to strengthen the commercialization ecosystem. The paper concludes with directions for future empirical research to validate the proposed relationships and to assess their practical relevance in diverse institutional contexts.