عنوان مقاله [English]
University, as a dynamic system, generates thought, knowledge and approaches that can help the industry to optimize its operations. But this system has less inner evaluation and doesn’t pay attention to optimizing its systemic processes such as industry (= consumer) relationship management (CRM). Updating-oriented policy to interact with environment by university is necessary to reach financial capacity and to present best education, research, and consultant services to industry. The main objective of present paper is to design and formulate university-industry relationship management (UIRM) based on CRM. First, the paper explains the perspectives, dimensions and mechanism of UIRM, then analyze the principles and characteristics of UIRM. This will be presented by three related models. The first is a total and initial model which has seven phases for fundamental relationships, the second one includes six phases that is especially for technical and engineering disciplines. The last is a special model for social and human disciplines and has eight phases. Applied balanced score card analysis offers performance evaluation of UIRM. How to use the sales forces, marketing tactics and marketing information and communication capabilities are the other fields that the paper places emphasis on. Result produces a Reengineering approach to UIRM based on dynamic interactions with industry.