Evaluation of the marketing communication of scientific units in the context of cooperation with the sector of small and medium enterprises in Lodz region

- Sławomir Milczarek, Ph.D., Ph.D. hab. Eng. Magdalena Grębosz-Krawczyk, Professor of Łódź University of Technology

An essential role in the constant overcoming of barriers as well as in the development of cooperation on the line “science-business” is played by proper marketing communication carried out by scientific units, being the party initiating the commercialization processes. The aim of the article is to evaluate selected aspects of marketing communication carried out by scientific units during cooperation with small and medium enterprises (SMEs) representing the smart specializations of the Lodz region. The article discusses the results of research carried out in the second and third quarter of 2018, based on the method of indirect communication with respondents, using a questionnaire among the representatives of companies belonging to the smart specializations of the Lodz region. The research results prove that scientific units do not use the available spectrum of marketing communication tools in cooperation with companies and do not use the language of market benefits in the description of knowledge being the subject of commercialization. The majority of respondents are convinced that the level of use of online communication tools by scientific units is low and medium, which automatically transfers into lowering its perception as innovative partners. On the other hand, in the opinion of the surveyed companies, the use of the possibilities created by the Internet Web 2.0 era by scientific units in marketing communication, can positively affect their image in the business environment.

Sławomir Milczarek, Ph.D., Marvec Consulting, Łódź, Poland – manager with 25 years of experience in the field of trade and marketing. Accredited advisor to the Polish Agency for Enterprise Development (PARP) and the National Service Network and National Innovation Network (KSIKSU). He actively initiates cooperation between scientific entities and enterprises in the context of the implementation and acquisition of EU funds for the SME segment. He has implemented 25 innovative products and over 15 million EU funds.

Ph. D. hab. Eng. Magdalena Grębosz-Krawczyk, Professor of Łódź University of Technology, Łódź University of Technology, Faculty of Management and Production Engineering, Poland – scientific and didactic employee of Łódź University of Technology, visiting professor at ESIEE Paris. Author of over 100 scientific publications on brand management, marketing communication and international marketing. She manages international research projects financed from domestic and foreign funds (e.g. National Science Centre (NCN), The Polish National Agency for Academic Exchange (NAWA) https://nawa.gov.pl/en/, Ministry of Science and Higher Education (MNiSW), https://nawa.gov.pl/en/, Government of the French Republic).

DOI: 10.2478/minib-2019-0034
Contact: slawomir.milczarek(at)proakademia.eu, magdalena.grebosz(at)p.lodz.pl
MINIB, 2019, Vol. 32, Issue 2

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