It is well known that cooperation between universities, industries and government agencies in economic activity is a driver of innovation and development. The interaction of these “spheres”, proposed in the theoretical model seminalized by Henry Etzkowitz and Loet Leydesdorff as “triple helix”, represents a vast field of research. However, the ability to manage and generate effective interaction and cooperation among the actors in this model, in pursuit of a strategic orientation that induces innovation and value for the various stakeholders, represents multiple challenges. The Art on Chairs project, distinguished with the prestigious Regiostars 2014 award, is a paradigmatic example of managing and creating effective cooperation in “quadruple helix”, involving universities, companies, government agencies and the community. This study represents a detailed description of how the creation of a territorial development brand was planned and implemented, from a strategic perspective of Design and marketing. From reading this book, one can understand the complex and holistic nature of managing the phenomenon of interaction between organizations, and how effective project management in this context constitutes a complex domain, which this case study elucidates in a clear and inspired way. Paulo Cruz (p.3)

The book is available HERE