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Disruptive marketing strategy is a process by which valuable marketing activities take root initially in applications within a department or function in an organization and then relentlessly moves across a company`s internal departments and functionalities of relevance, eventually connecting with external companies to ensure that market-based value creation is delivered to the company`s primary stakeholders. The activities in marketing moved beyond their traditional home department and the marketing function became cross-departmental and even, in some cases, cross-company focused. Where do we go next? Disruptive marketing strategy will help the field and practice of marketing and alerting their established rules of competition. While competitive disruption is relentless in the current century and decade, the idea of disruptive competition is not a new one. Hence, there is a huge scope for the innovation if University-Industry Collaborations (UICs) have received increased attention in management practice and research. The need for creativity and innovation in today`s business environment and the ambition of policy makers to commercialize the academic knowledge to intensity this trend and capitalize their intelligence for the industrial activity for the benefit of employment generation and economic activity particularly in the wake of post covid-19 era. However, although research has devoted considerable effort for finding the determinants and attributes of success for inter firm collaboration, much less is known about UICs.