Abstract:

Knowledge valorisation, the process of transforming research outputs into societal, economic, and environmental value, remains a significant challenge for many research institutions, particularly in achieving measurable social impact. While knowledge commercialisation has gained prominence, the broader valorisation process is hindered by barriers that are often poorly understood. This study explores these barriers through partially standardized, in-depth interviews conducted in 2023 with representatives from 13 research units across five countries. Key findings reveal that researchers face constraints such as insufficient time, lack of awareness, and limited engagement, compounded by inadequate financial support for valorisation projects. A novel barrier identified is the absence of robust metrics to assess social impact – a critical gap not observed in knowledge commercialisation. These insights provide actionable recommendations for researchers, managers, and university leaders to enhance the knowledge valorisation process and its societal contributions. The study underscores the need for systemic changes to address these challenges and foster impactful collaborations between academia and broader society.

Abstract:

This study examines the prevalence and dynamics of innovation-related collaboration among Polish industrial and service enterprises. Despite the well-documented benefits of collaboration in fostering innovation, empirical data indicate that such collaboration remains relatively uncommon and inconsistent across different Polish business sectors. Using a combination of critical literature analysis, statistical evaluation, and comparative methods, this study identifies key trends in enterprise innovation activity and assesses the role of managerial decision-making in shaping cooperative initiatives. The findings suggest that innovation-related collaboration is often incidental rather than strategically managed, with a significant gap between theoretical models of innovation management and their practical implementation. Large enterprises are more likely to engage in cooperative innovation, whereas small and medium-sized enterprises demonstrate lower participation rates. Furthermore, collaboration primarily occurs with domestic partners, with limited engagement in international networks. The study underscores the need for a more structured approach to innovation management, including enhanced knowledge integration, increased managerial awareness of cooperation benefits, and the development of policies that incentivize strategic partnerships. Addressing these challenges could improve Poland’s innovation ecosystem, aligning it more closely with international best practices.

Abstract:

This article discusses the use of Stevens’ measurement scales in marketing research, contributing to a broader discussion, underway for over 70 years, as to whether researchers can ignore the Likert scale’s limitations as an ordinal scale. The central question explored is whether the use of various statistical methods and techniques in marketing research has gone too far, limiting researchers’ horizon of thought, leading erroneous conclusions to be drawn, and diverting attention from trying to explain the non-quantitative attitudes of consumers (who are people, not machines or AIs). Stevens’ measurement scales are still widely used in data analysis across social sciences, including marketing research. Although they were revolutionary, they had certain flaws which have fueled an ongoing debate about the acceptability or permissibility of using different tests and statistical techniques at different scales and levels of measurement. The Likert scale, one of the scales most frequently used to measure customer attitudes, was intended to overcome the limitations of simple scales, having the advantage of being multi-item. However, historically, two competing views have evolved independently of each other, in the related literature and in the practice of empirical research: one emphasizing the ordinal nature of Likert scales, the other interpreting them as having interval-scale properties. This debate has significant consequences for the permissible scope of statistical analysis of empirical data. The problem discussed here is likely to become even more complex with the development of artificial intelligence (AI), machine learning, data science and big data, as data scientists perform computational analysis but are not often involved in data collection or deciding about how data is represented.

Abstract:

This article explores the role of Facebook posts as a tool for building consumer engagement with the travel agency community. A quantitative content analysis of the posts of Poland’s largest travel agencies reveals that while promotional posts received the most likes, interactive posts generated greater engagement in the form of more comments. Smaller agencies in some cases outperformed larger competitors in terms of comment frequency, highlighting the importance of content strategy. Analysis of the sentiment expressed in the comments showed the prevalence of mostly positive or neutral comments, with companies effectively managing negative comments. The findings suggest that interactive posts foster deeper consumer engagement, highlighting the need for travel agencies to diversify their content strategy and actively engage their audiences. The study recommends that travel agencies strive to optimize social media engagement by balancing promotional posts with interactive posts that encourage discussion, such as questions, surveys and other posts not related to advertising the products on offer. Moreover, analyzing sentiment in such comments can help refine a brand’s communication strategy, improving consumer relationships and brand perception.

Abstract:

This article explores the role of Facebook posts as a tool for building consumer engagement with the travel agency community. A quantitative content analysis of the posts of Poland’s largest travel agencies reveals that while promotional posts received the most likes, interactive posts generated greater engagement in the form of more comments. Smaller agencies in some cases outperformed larger competitors in terms of comment frequency, highlighting the importance of content strategy. Analysis of the sentiment expressed in the comments showed the prevalence of mostly positive or neutral comments, with companies effectively managing negative comments. The findings suggest that interactive posts foster deeper consumer engagement, highlighting the need for travel agencies to diversify their content strategy and actively engage their audiences. The study recommends that travel agencies strive to optimize social media engagement by balancing promotional posts with interactive posts that encourage discussion, such as questions, surveys and other posts not related to advertising the products on offer. Moreover, analyzing sentiment in such comments can help refine a brand’s communication strategy, improving consumer relationships and brand perception.