The objective of this study was to examine the strategies and challenges associated with technology transfer (TT) within technology transfer offices (TTOs), with a particular focus on initiatives aimed at promoting technologies included in their portfolios. This qualitative study adopted a multiple case study design based on semi-structured interviews with TTO managers from seven Brazilian public Science and Technology Institutions (STIs): University of São Paulo (USP), State University of Campinas (UNICAMP), Paulista State University (UNESP), Federal University of Minas Gerais (UFMG), Federal University of Paraná (UFPR), Federal Technological University of Paraná (UTFPR), and Oswaldo Cruz Foundation (FIOCRUZ). Institutions that dedicate greater resources to actively promoting and marketing their technology portfolios tend to achieve stronger performance in TT than those that rely on passive approaches. Although proactive strategies have become increasingly relevant, considerable heterogeneity remains among Brazilian TTOs, with some still engaging in limited or passive commercialization of intellectual property. The findings also underscore the importance of establishing clear regulatory frameworks to reduce legal uncertainty for researchers pursuing entrepreneurial activities based on STI-owned intellectual property. Research on innovation and marketing dimensions of technology transfer between academic institutions and firms in developing contexts remains underdeveloped. This study therefore contributes to advancing knowledge in this area and to improving TTO practices. The conclusions of this study are not generalizable, as they are confined to the institutions investigated. Nevertheless, the results provide relevant insights for STI administrators, policymakers, and TT scholars.
