This case study researched organizational factors that affect the university-industry technology transfer (UITT) processes of a private university, chosen by its success and uniqueness in the Brazilian context. Stood out as factors: innovation among pillars of management; valuing of research and intellectual property; qualified students, teachers and managers; multidisciplinary research groups; stability of governing body; performance of the TTO, Technology Management Agency and Technology Park. Difficulties highlighted were: reconciliation of time between activities of professors-researchers, bureaucracy and centralization of administrative and legal support; valuation of research results; approach and negotiation with companies. Among suggestions are: granting greater independence to the structures in charge of UITT and making them self-sustainable; training agents in technology marketing, sale, and negotiation skills.