W. Austin Spivey, Ph.D.

Associate Professor of Technology Management


  • Ph.D. University of Houston
  • M.S. Texas Christian University
  • B.S. Georgia Institute of Technology


Woodie Spivey holds a Ph.D. in marketing from the University of Houston, an M.S. in management science from Texas Christian University, and a B.S. in aerospace engineering from Georgia Tech. Dr. Spivey was previously a faculty member at Santa Clara University.

Dr. Spivey’s research interests include technology transfer and the commercialization of technology-based ideas, goods and services. His research has appeared in numerous journals including Journal of Product Innovation ManagementJournal of Marketing Research, Journal of Advertising ResearchJournal of Technology Transfer, IEEE Transactions on Engineering Management, and Research-Technology Management.

Dr. Spivey is a former editor of Marketing Educator.

Research Interests

  • Diffusion of technological innovations
  • Technology transfer from lab to market
  • Success factors in high-tech entrepreneurial ventures

Selected Publications

  • “Implications of the America Invents Act for R&D Managers: Connecting the Patent Life Cycle with the Technology Development Process,” with J. Michael Munson and Bernd Wurth, Research-Technology Management, Vol. 57, No. 5, 2014, pp. 43-51.
  • “Technology Transfer Contracts Between R&D Labs and Commercial Partners: Choose Your Words Wisely,” with Richard Franza and Kevin P. Grant, Journal of Technology Transfer, 2012.
  • “Improve Technology Transfer with this Alliance Scorecard,” with J. Michael Munson, William T. Flannery, and Fu-Sen Tsai, Research-Technology Management, Vol. 52, No. 1, Jan-Feb 2009, pp. 10-18.
  • “Improving the New Product Development Process: A Fractal Paradigm for High-Technology Products,” with J. Michael Munson and John H. Wolcott, Journal of Product Innovation Management, Vol. 14, 1997, pp. 203-218.
  • “A Functional Approach to Attitude Measurement,” with William Locander, Journal of Marketing Research, Vol. 15, 1978, pp. 576-587.