Marketing for science based organizations – perspectives and questions

- Professor William Bradley Zehner II, Jacquelyn Anne Zehner

Marketing for research and science-based organizations is complex and not well understood; especially by the research, scientific, and technical communities. This paper presents a conceptual framework for scientists in research and science-based organizations to think about their organization’s marketing and sales functions, and related processes. NASA, one of the world’s most successful research organizations, which put two American astronauts on the moon in approximately 8 years, is briefly explored. The role of 21st Century research and science-based organizations in creating societal, organizational, and individual wealth is examined via a conceptual framework of the virtuous wealth creation process. Two forms of intrinsic organizational cultural conflict are examined; the external cultural conflicts between potential customers and the technology organization, and the internal conflict between scientists and economic managers. Strategic marketing is addressed and consists of market need, market segmentation, choosing a target market, and the organization’s position relative to the target market and competition. Tactical marketing (AKA sales) and its elements are delineated – product, price, promotion, physical distribution, and most importantly – personnel. The integration of all elements of strategic and tactical marketing into a cohesive whole is underscored. Additionally, several marketing and sales questions are posed to facilitate self-assessment by research and technology-based organizations.

Professor William Bradley Zehner II, IC2 Institute, University of Texas, Austin, United States – earned a PhD in executive management and leadership from the Peter F. Drucker School — Claremont Graduate University after 20+ years as a global business executive. He was formerly associate director of the IC2 Institute, a think and do tank focused on wealth creation, at the University of Texas at Austin as well as executive director of the MS in Science and Technology Commercialization Program — see https://www.mccombs.utexas.edu/MSTC at the University of Texas at Austin. Having recently retired after a 30+ year academic career, Brad Zehner is a Fellow at the IC2 Institute — The University of Texas at Austin.

Jacquelyn Anne Zehner, Texas, United States – earned a BA in economics and computational neurosciences from the Claremont McKenna College. Jacquelyn Zehner studied at Tsinghua University in Beijing, China and did research at Harvard Medical School. Jacquelyn Zehner currently works for Facebook and frequently assesses job candidates and trains new Facebook employees throughout the world.

DOI: 10.2478/minib-2019-0031
Contact: wbzehner(at)gmail.com, jazehner(at)gmail.com
MINIB, 2019, Vol. 32, Issue 2

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