Prof. Bogdan Sojkin,
University of Economics in Poznań, Poland
Abstract:
In the article the internal and external determinant factors which influence research and scientific institutions’ choice of business orientation are presented. Typical business orientations fit for application in such institutions for the purpose of carrying out market tasks are presented. Against their background the tasks of marketing in such institutions are outlined and the currently available set of marketing instruments at their disposal is discussed.
Determinant factors of the marketing activity of scientific and research institutions
Prof. Bogdan Sojkin, University of Economics in Poznań, Poland – is professor of economics at the University of Economics in Poznań, Head of the Chair of Product Marketing at the Faculty of Commodity Science, member of the Commission of Commodities Sciences at the Polish Academy of Sciences, member of the Research Council of the Polish Accountants Association, Chair of the Programme Committee of the European Marketing Forum of Scientific and Research Organizations (Warsaw Institute of Aviation). His professional interests and research activity focus on product management, market and marketing research, product quality, marketing information systems and marketing in sports (including R&D work conducted under science grant projects: 2007 – 2009 the Ministry of Science and Higher Education, 2009 – 2012 the National Science Centre, 2012-2013 the National Centre for Research and Development). He specialises in commercialisation of R&D results and marketing in sports. Author and co-author of numerous publications including Handel w gospodarce narodowej, PWE, Warszawa 1989; Rynek żywnościowy, PWE, Determinanty konsumpcji żywności. Analiza hierarchiczna, AE, Poznań, 1994; Podstawy marketingu, AE, Poznań, 1996 and 1999; Zarządzanie produktem, PWE, Warszawa 2003; Badania marketingowe. Teoria i praktyka. PWN, Warszawa 2005; Informacyjne podstawy decyzji marketingowych, PWE, Warszawa 2009; Konsument wobec innowacji produktowych na rynku żywności, UEP, Poznań 2009; Komercjalizacja produktów żywnościowych i jej uwarunkowania, PWE, Warszawa 2012; Zachowania zakupowe i konsumpcyjne mieszkańców Poznania i Wielkopolski, IBRKiK, 2013.