Marketing orientation of scientific-research units as support for the process of commercialization of R&D results

- Marzena Walasik, Ph.D.

The market of R&D services formed as a result of social-economic transformation puts scientific-research units in the situation of companies from the service sector and consistently forces these entities to assume a marketing approach. New solutions and possibilities of using the achievements of marketing for the R&D sphere are sought after. One of such elements which have an impact on the growth of efficiency of the commercialization of the results of scientific-research works is the introduction of marketing orientation. The application of this orientation in scientific-research units contributes to building relations between science and business, leading to the transfer of knowledge to the economy. Appropriate implementation of marketing orientation for a scientific-research unit means on the one hand support for dissemination of information about its research-implementation and application works and on the other hand making potential entrepreneurs realize the profits they can get from the implementation of particular effects of R&D works.
The goal of the article was highlighting the methods of implementation of marketing orientation in a scientific-research unit thanks to the application of defined hybrid and dedicated models, depending on the model of the instrument set within the concept of marketing-mix 4P. Their application contributes to the growth of chances for successful commercialization of the results of R&D works.

Marzena Walasik, Ph.D., Institute for Sustainable Technologies – National Research Institute, Radom, Poland – is an employee of the Institute for Sustainable Technologies – National Research Institute in Radom, where she works as the Plenipotentiary of the Commercialization Director. She completed a postgraduate course in audit, accounting, pedagogics, she holds an MBA diploma. She has worked many years as an academic lecturer. She deals with systemic organization of promotional and marketing activities, as well as with operative organization of the technological platform. In her research activity she focuses on issues associated with the transfer of knowledge, evaluation of innovative solutions and commercialization of the results of scientific research.

DOI: 10.14611/MINIB.30.12.2018.14
Contact: marzena.walasik(at)itee.radom.pl
MINIB, 2018, Vol. 30, Issue 4

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