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Academic work is increasingly viewed not only as intellectual contribution, but as an asset class capable of generating economic return. The balance between commercial integration and independence will become one of the biggest challenges facing universities over the next decade.

Businesses consistently talk about the importance of evidence-based decision-making. At the same time, universities and research institutions continue producing vast amounts of work exploring consumer behaviour, leadership, organisational performance, technology adoption, behavioural economics, and market dynamics. Yet despite the overlap in subject matter, academic research rarely plays a meaningful role in everyday business strategy. This is not because academic work lacks