Abstract:

Growing complexity of the environment arising both from the processes of globalization in world economy and from the development processes in Poland has become a strategic challenge for the Institute of Aviation. Significant disproportions of the potential of Poland, compared to Germany, United States, or China (especially in terms of the economic dimension and the adopted model for financing scientific research), as well as distant position of Polish universities on the scientific map of the world lead to the necessity to create a model for managing the Institute of Aviation based on internationalization of research and cooperation with leading scientific and (Ohio State University – OSU) technological centres (General Electric – GE). The experiences of the Institute of Aviation show that what should be the basis of international competitiveness of research institutes is well educated scientific personnel, modern research infrastructure and competences of cooperation. A proof of this is 16-year-long strategic alliance (private-public partnership)  of the Institute and GE, cooperation with OSU and activities in European research consortia. The innovative dimension of scientific cooperation with OSU (2+2 formula, research internships, commission for predicting new directions of scientific research) and other foreign partners allows the Institute of Aviation to achieve success in competition of international character.

Abstract:

Both the size of appropriation as well as their distribution have had a  profound impact on the shape and activities of the science sector. The creation of a fair system of distribution of public resources to research that will also facilitate the effective implementation of the pursued scientific policy goals represents a major challenge. The issue of the determination of the right proportions of individual distribution channels remains critical. Despite this task being the responsibility of the State, establishing cooperation in this respect with the scientific community is desirable. The implementation of solutions that raise the concerns of scientists leads to system instability and reduced effectiveness which is manifest among others in a lower level of indicators of scientific excellence and innovation in the country. These observations are pertinent to Poland where the manner in which scientific institutes operate were changed under the 2009–2011 reform. A neoliberal operating model based on competitiveness and rewarding of top rated scientific establishments and scientists was implemented. In light of these facts, the initiation of research that will provide information on how the implemented changes are perceived by the scientific community seems to be appropriate. The aim of this article is in particlar presenting how the project model of financing laid down under the reform is perceived and what kind of image has been shaped among Polish scientists. In order to gain a comprehensive picture of the situation, both the rational and emotional image was subject to analysis. The conclusions regarding the perception of the project model were drawn on the basis of empirical materials collected in a qualitative study the specifics of which will be presented in the chapter on methodology. Prior to that, the author discusses the basic models for the distribution of state support for science and characterises the most salient features of the system in place in Poland. To conclude, the possible implications of the shaped image of the project model on the national science system will be presented.

Abstract:

Under conditions of constantly growing competition, what is becoming a key problem is keeping the previously acquired clients. Their trust in the provider and regularly repeated purchases are an expression of the efficiency of marketing activities conducted by companies. What is becoming a measure of success is the satisfaction and loyalty of buyers. Companies spend a lot of money to attract clients and the competition keeps trying to take away their clients. A lost client means not just the loss of a future order – this is the loss of revenues equal to the value of all products which a particular buyer could purchase in his entire life.  On top of that comes the cost of acquiring new client to replace the old one. TARP research shows that the cost of acquiring a new client is five times higher than the cost of pleasing an existing client (Kotler, 2006). In the publication the significance of the relations with the client are discussed with regard to efficient marketing strategy. Moreover, the results of client satisfaction surveys and market analysis taking into consideration the revenues from sale of services in the area of  micronization are presented.

Abstract:

Selected procedures and tools that are used in crisis situations will be presented in this article. This presentation will be based on the results of qualitative research as well as the analysis of entries in selected reference literature that discuss the issue of preparing for crises and crisis management. The article aims to show that limited but effective crisis management is possible when it arrives but a far better approach is preparing the organisation for the eventuality of a crisis situation in a manner that facilitates reaction. However, effectiveness should be examined in two aspects in this case, firstly, preventing the crisis from escalating or going beyond the walls of the company or management board office, or mitigating its possible negative effects.

Abstract:

The article presents forms of cooperation and social benefits resulting from cooperation between universities and business practice. Basic kinds and directions of mutual relations arising from common areas of interest, possibilities, needs and conditions for the functioning of each side, have been presented. Solutions carried out by universities with the participation of business practice have been discussed. In case of business practice, potential areas of cooperation with schools and joint ventures in the area of R&D have been discussed.

Abstract:

Many concepts have been developed to describe the convergence of media, public relations and storytelling formats in contemporary media systems. This article presents a theoretical reflection on “transmedia storytelling” from a perspective of integration narrative in the context of the re-invention of public relations. The rapid evolution of digital media technology and the emergence of transmedia storytelling present foresight professionals with a powerful new approach for communicating about the future. A transmedia story unfolds across multiple media platforms with each new text making a distinctive and valuable contribution to the whole. Between other, this article also outlines some of the key principles and elements of transmedia storytelling in combination with modern public relations, in order to provide a basic framework that public relations practitioner can use when designing transmedia projects.

Abstract:

In the article were described issues associated with the use by scientific institutions content marketing strategy tools. This article shows the extent to which tools of modern marketing are used in the Internet communication by scientific institutions. Currently content marketing concept is accepted not only as a fashionable trend of modern marketing but above all, it is treated as an important tool to improve enough Internet message, to effectively interest to the users. A optimal selection and use content marketing tools it provides opportunities for enhancing efficiency in the reception (acceptance) of the generated message.