no 4/2015

December 2015

  1. Reputation Management for Scientific Organisations – Framework Development and Exemplification
    - Morschheuser Petra, Redler Joern
  2. Internet website as a tool of communication in scientific institutions
    - Feldy Marzena
  3. The internationalisation of marketing in the education and research sector
    - Pluta-Olearnik Mirosława
  4. Marketing innovations as a source of competitive advantage of the universities
    - Jasiulewicz Anna, Waśkowski Zygmunt
  5. Challenges facing the marketing of scientific and research institutes
    - Sojkin Bogdan
  6. Creating marketing strategies for higher education institutions
    - Białoń Lidia
  7. Science and business cooperation. Barriers in Poland within the context of selected European and North American countries
    - Trzmielak Dariusz
  8. Inbound marketing in research institutions
    - Świeczak Witold
  9. Revievers list 2015
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Reputation Management for Scientific Organisations – Framework Development and Exemplification

- Morschheuser Petra, Redler Joern

Reputation management deals with establishing, maintaining and strengthening a positive reputation for an object in order to build trust, commitment and lasting relationships. Positive reputation is considered a major intangible asset of companies as it contributes to their value creation. Reputation and reputation management, therefore, are well-established perspectives in marketing theory. This paper examines reputation in matters of scientific organisations. Drawing on conventional (commercial marketing) models of reputation management and derived characteristics of scientific organisations, a modified framework is deduced, named the Scientific Organisations Reputation Model (SORM). As this model widely fits the specific requirements of this type of organisation … Czytaj więcej »

Downloads: 143
Pobrano: 143

Internet website as a tool of communication in scientific institutions

- Feldy Marzena

The aim of the article is to analyze the use of websites in communication activities and image building of national scientific institutions. One of the reasons for undertaking this subject is the greater attention paid to scientific communication and its link to the need for society involvement in research, that was expressed in the “Rome Declaration on Responsible Research and Innovation in Europe” in 2014. Apart from that, there is an enhanced science mediatization that requires from PR specialists an extra effort to ensure that their messages are not distorted. The subject seems to be vital as there is a … Czytaj więcej »

Downloads: 144
Pobrano: 144

The internationalisation of marketing in the education and research sector

- Pluta-Olearnik Mirosława

M Pluta Olearnik

 

A growing number of entities operating in the Polish sector of higher education and science and research aspire to have an active presence in foreign markets and even in the global market. This presence must be accompanied by thoughtful marketing strategies using effective marketing tools. The aim of the article is to indicate the possibility of using the knowledge of international marketing to increase the efficiency of the entities of the Polish sector of education and research. Particular attention was paid to the intercultural nature of the international marketing, especially in relation to the system to communicate with foreign … Czytaj więcej »

Downloads: 112
Pobrano: 112

Marketing innovations as a source of competitive advantage of the universities

- Jasiulewicz Anna, Waśkowski Zygmunt

The issue of innovativeness and innovation in the higher education sector is becoming increasingly important. Universities adopt the outside-inside type of attitude in order to strengthen their position in the education market and to conform to new circumstances.

The desirability and possibility of implementation of pro-innovation attitudes by Polish universities was discussed in the paper. Starting from the literature review in terms of innovation, determinants forcing innovativeness on research units were discussed and also organizational and managerial issues were presented. The paper was summed up by examples of marketing innovations that have been implemented in selected Polish universities.

Prof. Zygmunt Czytaj więcej »

Downloads: 119
Pobrano: 119

Challenges facing the marketing of scientific and research institutes

- Sojkin Bogdan

This article presents the challenges that scientific research institutions face in terms of their marketing, which have been divided into two groups of those associated with internal marketing and those linked to external marketing. The most significant and important determinants that constitute challenges to both internal and external marketing were described. The key aspects of each of the identified challenges were indicated, as was their impact on the implementation of the marketing policy at institutions.

Prof. Bogdan Sojkin, University of Economics in Poznań, Poland – is professor of economics at the University of Economics in Poznań, Head of the Chair Czytaj więcej »

Downloads: 154
Pobrano: 154

Creating marketing strategies for higher education institutions

- Białoń Lidia

Lidia BialonThe article presents a thesis that the primary premise of creating marketing strategies for higher education institution is a three-dimensional notion of marketing. The first dimension lies in the theoretical notions of the essence of marketing, including the transactional marketing (1.0), relationship marketing (2.0) and spiritual marketing (3.0). The second dimension is formed by methods of marketing research and accurate notions of marketing, while the third are channels of marketing information. Harmonizing these three dimensions is a precondition for effective marketing. Among other conditions for effective strategies there are: aligning goals of the chosen strategy with the mission of higher … Czytaj więcej »

Downloads: 218
Pobrano: 218

Science and business cooperation. Barriers in Poland within the context of selected European and North American countries

- Trzmielak Dariusz

This article focuses on the theoretical and empirical analysis of factors affecting the cooperation between science and business. The author will present the results of empirical research conducted in Poland, the Czech Republic, Hungary, France, Norway, the United States of America and Canada. The analysis will indicate how and which factors: structural, systemic, competence or awareness and cultural can be utilised in the commercialisation of knowledge and technologies. The analysis of research outcomes which underpins this study is also set on the following assumptions:

  • Every country has different barriers to cooperation between scientists and entrepreneurs;
  • Polish scientists and entrepreneurs should
Czytaj więcej »
Downloads: 145
Pobrano: 145

Inbound marketing in research institutions

- Świeczak Witold

We live in times of revolution! We are witnessing a revolution in the way we choose new products and in the way we look for business partners. Nowadays, almost everybody who is looking for a pram for his child or a new accounting company for his small business, always starts by turning on the computer. We start with Google or any other search engine, we ask our friends from the Internet, our family members and colleagues for assistance, usually via e-mail, online chats, Facebook or Twitter. We live in times of revolution – as a result of this revolution companies … Czytaj więcej »

Downloads: 167
Pobrano: 167

Revievers list 2015

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  • Prof. Zoran Krupka, University of Zagreb, Croatia
  • Prof. Janusz Olearnik, Wrocław University of Technology, Poland
  • Prof. Paulina Papastathopoulou, Athens University of Economics and Business, Greece
  • Prof. Grażyna Rosa, Szczecin University, Poland
  • Prof. Vatroslav Skare, University of Zagreb, Croatia
  • Prof. Alexandra Waluszewski,  Uppsala University, Sweden
  • Prof. Aneta Zelek, West Pomeranian Business School, Poland
Czytaj więcej »