Brands, academia partner for sponsored research projects

05/16/2013 | Advertising Age (tiered subscription model)

Businesses are increasingly aligning with academia for "sponsored research," making up for cutbacks in private sector R&D and giving university students access to actual data, problem-solving experience and an inside track to a job. GlaxoSmithKline, Hearst, Verizon, Yahoo and Independence Blue Cross are among the companies forging college ties, and a GM partnership with IBM at Michigan State is yielding real-world customer-experience analytics.

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