Marketing innovations as a source of competitive advantage of the universities

- Professor Zygmunt Waśkowski Ph.D., Anna Jasiulewicz Ph.D.

The issue of innovativeness and innovation in the higher education sector is becoming increasingly important. Universities adopt the outside-inside type of attitude in order to strengthen their position in the education market and to conform to new circumstances.

The desirability and possibility of implementation of pro-innovation attitudes by Polish universities was discussed in the paper. Starting from the literature review in terms of innovation, determinants forcing innovativeness on research units were discussed and also organizational and managerial issues were presented. The paper was summed up by examples of marketing innovations that have been implemented in selected Polish universities.

Prof. Zygmunt Waśkowski, Ph.D., Poznań University of Economics, Poland (Department of Marketing Strategies). Author of about 100 publications on the subjects of relationship marketing, strategic marketing, management and marketing in sports. The initiator and coordinator of many research projects devoted to relationship management on the B2B market, building competitive advantage of companies, marketing orientation in sports organizations, marketing management of sports products. Co-founder and member of the Management of Polskie Naukowe Towarzystwo Marketingu (Polish Scientific Association of Marketing).

Anna Jasiulewicz, Ph.D., Warsaw University of Life Sciences, Poland (Department of European Politics, Public Finances and Marketing). The author of a few dozen scientific publications in Polish and English, specialized in issues concerning marketing innovativeness of companies and the innovativeness of consumers, as well as consumers’ behaviour on the market.

DOI: 10.14611/minib.18.04.2015.11

Contact: z.waskowski(at)ue.poznan.pl, annajasiulewicz(at)gmail.com

MINIB, 2015, Vol. 18, Issue 4

Resize of Open_Access_logo_PLoS_white    Available in Open Access.

Read on-line →
Downloads: 9
Pobrano: 9