Abstract:

The article deals with information – based marketing of scientific research institutes, which has been named SAVE (Solution – Access – Value – Education). A proper use of marketing instruments requires information assets which are defined in terms of the essence, the scope and the form of the defined information needs. The essence, the form and the pattern of information needs in reference to SAVE has been defined and described in the case of scientific research institute. The specification of needs for each instrument and for various market participants has been included into the description.

Abstract:

Recent decades have witnessed a growing interest in the importance of science and technology for business development and how they affect the positions of individual companies and their economic performance. Over the years the discussion involved R&D people and general managers from industry, researchers and administrative managers from universities and policy people from governments. The crucial issue is about the present state of the technology-business interface and the general connections among scientific research, development of technologies and economic development in terms of the performance of business units. This is interesting for us as our research group has extensive experience in innovation research in an industrial setting.

Abstract:

W artykule podjęto problem cech innowacji jako produktów, które na świecie, coraz częściej również w Polsce, stają się przedmiotem obrotu rynkowego. Różnią się zdecydowanie od produktów, oferowanych przez przedsiębiorstwa produkcyjno-usługowe na rynkach dóbr konsumpcyjnych, także gotowych dóbr przemysłowych. Kluczowe różnice wynikają z tego, że innowacja może być produktem — przedmiotem obrotu rynkowego już jako idea i koncepcja, bądź też jako rozwiązanie w różnych fazach procesu tworzenia i rozwoju. Z tym wiąże się wysoki stopień niepewności co do wszystkich aspektów przedsięwzięcia proinnowacyjnego w procesie rozwoju. Dotyczy to przede wszystkim praw własności intelektualnej innowacji w procesie rozwoju, funkcjonalności i parametrów technicznych rozwiązań, technologiczności rozwiązań, wpływającej na możliwości ich wytwarzania, aspektów marketingowych oraz aspektów ekonomiczno-finansowych. Obok rozważań teoretycznych problemy związane z innowacjami jako produktami — przedmiotami obrotu rynkowego omówiono na przykładach z praktyki Politechniki Gdańskiej, która jest twórcą i oferentem rozwiązań innowacyjnych na rynku przemysłowym. Scharakteryzowano zmiany wiedzy, niepewności i ryzyka, wynikające z realizacji procesu rozwoju innowacji. Artykuł zakończono wnioskami.

Abstract:

Marketing is a dynamic discipline. Relation marketing is one of its conceptions and sets new standards for the cooperation between market players. It claims that a company’s market growth is influenced by longterm business relationships. Furthermore, it states that a company’s assets are defined by its relations within the business environment. Employer branding is defined as a series of actions, the goal of which is building a company’s brand on the market as “company of first choice for future employees”. The theoretical background for employer branding derives from relationship marketing.

Abstract:

The goal of the article is to present the substance of the neuromarketing, its assumption and possibilities, as well as the method of research of the activity of consumer’s brains. Particular attention was paid to the use of neuromarketing research in branding, efficient marketing of new products and in building effective advertising messages. An article is also an attempt to show the possibilities of using methods of neuroimaging in improving marketing activities of scientific and research institutions.

Abstract:

The essence of this article is to show the differences and the degree of difficulty in standard and crisis communication. Communication that we use every day in cooperation with the media should serve as the basis and contribution to obtaining certain efficiency of information distribution, which will pay off in a crisis situation. Rescuing a dog named Baltic could prove to be a major crisis in the history of the NMFRI. There were many threats and decisions that could be regarded as unfavourable for the Institute — is it allowed and for the sake of what — to threaten health and life of people to save an animal; what would happen if the rescue action failed?
Three mandatory rules for communicating with the media were adopted:

• Speed — proactive communication 24/24.
• Transparency —in the full sense of the word.
• Communicating through the same channels as journalists communicated with the Institute.

Strict adherence to these rules resulted in a fact that, in spite of these difficulties, the communication was actually exemplary.

Abstract:

The paper describes the project of Digital Repository of Scientific Institutes RCIN and presents opportunities for promoting science by digitization and sharing them on the Internet. The Repository has been created by the 16 Scientific Institutes in Warsaw, Krakow and Bialowieza to modernize the science-research and IT infrastructure, to increase digital resources of mathematical, technical, natural and medical sciences, and to popularize and promote of Polish science. That dissemination and popularization of science affects its development and competitiveness in the international arena and it allows transfer of research results to the economy. In addition, Institutes of RCIN providing contemporary and archival materials of science, support the intellectual capital of Polish science and raise awareness of professional literature of search on the Internet. Project RCIN is implemented in the years 2010–2014 and financing is provided by the funds of the European Fund of Regional Development.