Concept for perfecting the marketing of new technologies at Gdansk University of Technology

- Jerzy Koszałka, Ph.D., Damian Kuźniewski, M.Sc.

Many contemporary universities, including those in Poland, focus primarily on their teaching and research-scientific activities, and pay little attention to the needs of economic practice and the market. There is a small group of people of science who understand and implement in practice the economic mission of universities and research and scientific units, as key providers of new ideas in the knowledge-based economy which is gaining importance day by day. Many scientists focus merely on the statutory activities of the institutions employing them, which are now generally limited to educating and scientific research. To some extent, this results from statutory requirements ordering education and scientific research, promoted by the binding criteria of parametric assessment of scientific and research units. This is also, to a degree, the effect of convenience and lack of will to go beyond the well-known areas and modes of activity typical of a substantial proportion of the scientific and teaching staff. Little interest in economic practice in many university circles may also in many cases be the effect of lack of sufficient knowledge about its needs and the inability to recognize them. This could suggest that people of science are not open to changes in their environment and that they are too focused on their own areas of activity. One of the reasons for this state of affairs is the limited knowledge of those scientists and managers of science of the role and possibilities of contemporary marketing. In common understanding, marketing is associated with promotion and advertising. People who deal with economic practice, including scientists, regard marketing as the equivalent of advertising and promotion, and they regard promotion as the art of manipulating recipients, which is not a fitting activity for an honest engineer, economic expert or scientist. In this way many of them avoid the duty of proper understanding of the essence of marketing and the need to try to find out how marketing could be used to take advantage of the results of their scientific and research work. This issue is the leading topic of this article.

Jerzy Koszałka, Ph.D. – is an employee of the Faculty of Management and Economics of Gdańsk University of Technology. For 40 years he has been dealing with organization and management of companies. He participated, among others, in apprenticeships at the University of Wales Swansea (1993, 1994) and Durham University Business School (1995), he went on a study trip around centres supporting the development of SME’s in the USA (1996). He is the co-author of the Regional Strategy of Innovation for the Pomorskie Voivodeship RISP (2002-2003) and the author of several dozen articles, lectures, manuals and works on the strategy and marketing of companies and innovation. He is a member of the Polish Business and Innovation Centers Association.

Damian Kuźniewski, M.Sc. – works for the Centre for Knowledge and Entrepreneurship of the Gdańsk University of Technology. For 8 years he has been dealing with the issue of transfer of technology and implementation of innovations. Since 2009 he has been the head of a unit responsible for the transfer of technology and supporting academic entrepreneurship at Gdańsk University of Technology. He has participated in the implementation of about a dozen projects supporting entrepreneurship and academic innovativeness. He is the author of works on the subject of utilization of results of intellectual work and the transfer of technology, he was responsible for the transfer and implementation of a series of technologies generated by the University in companies.

Available in Open Access
Article published in Transactions of the Institute of Aviation No 227/2012
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