This paper describes a new model for industry-academia collaboration, "Market to Business to Academia" (M2B2A) model, which will enhance academia's role in social innovation much more effectively than the conventional model of "Academia to Business to Market" (A2B2M) model that traditionally seeks collaboration with industry on academia's proprietary technologies. In this new M2B2A model, an academic institution seeks a collaborative research with a business enterprise on a new technology that the market requires the enterprise to develop. This paper will quantitatively discuss performance of the M2B2A model that the University of Tsukuba initiated, and compared it with the A2B2M model. As more and more financial autonomy is required for universities, M2B2A model for industry-academia collaboration will be increasingly important.