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A new nationally representative B2B model is a useful advance. Its greater contribution may be to force sharper choices about whether research represents firms, roles or buying groups.

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.

The latest wave of always-on marketing agents promises constant intelligence. The harder commercial question is whether teams can explain, test and govern what those systems recommend.