Quality management platform in research institutes (part 1)

Agnieszka KlembalskaResearch institutes now have a chance to take the leading role in the system of commercialization of the effects of R&D works. To take advantage of this chance they have to strengthen their position on the market through, among others, reorganization of structures and focus on quality management. Multi-aspect approach to the issue of quality in the activity of research institutes based on the analysis of the group of stakeholders and products has led to the formation of the concept for the establishment of a quality management platform – an entity gathering 3 sections:
1) Section of Quality Management Systems,… Czytaj więcej »

Public relations – the tools for unilateral communication and dialogue on the Internet

Dariusz TworzydloThe development of technology and IT tools have brought about an extraordinary acceleration of the public relations branch around the whole world.  We live in the times of revolution in communication, in which one year is whole eternity. Messages, the speed of their publication, the tools are changing. The sender and the recipient, who have become used to the dynamics of the message and the fact that it is and will be distributed without spatial and temporal limitations, are changing too. Netscape browser, wp.pl, the era of Wikipedia, Facebook, dynamically developing YouTube, or Nasza Klasa, Twitter and a whole range … Czytaj więcej »

The role of research staff in marketing communication at the Institute of Logistics and Warehousing

Aleksander NiemczykThe aim of this article is to present the findings of studies conducted on the activity of scientific research staff in the scope of marketing communication conducted by the Institute of Logistics and Warehousing. The author presents the activities of scientific research staff at the Institute of Logistics and Warehousing in the field of marketing communication. They serve to propagate information on the competencies of the research institute among potential business partners, solicit new projects and maintain good relationships with present clients. The studies presented in this paper were conducted on selected managers of one of the product lines (electromagnetic … Czytaj więcej »

Marketing strategies and tactics in a period of recession


Recession is an extremely difficult period for most companies. Especially when a recession has universal dimensions, many companies find themselves unprepared to face great challenges. While marketing in good times has a long-term focus, a broad scope, it is benefits- and opportunities-driven and proactive, in bad times it has a short-term focus, limited and narrow scope, it is cost-and sales-driven and reactive. Panic is not the right reaction. Such difficult times should be overcome through methodical and well planned actions. After all, research has shown that those companies that take a proactive stance and treat the recession as an opportunity … Czytaj więcej »

The role of university marketing in shaping innovation awareness

Lidia Bialon Emilia WernerInterest in the subject of this article arose in connection with searching for the causes of this innovativeness of the Polish economy compared to other EU countries. It was also accompanied by the desire to find possible solutions to this situation, discovering various methods of increasing the level of innovativeness in Poland. We are assuming that the level of innovativeness is affected by social awareness in the field of innovativeness.  The basic, root cause of this state of innovativeness of the country is the level of awareness of innovation. An innovative economy cannot be built in an uninnovative environment.
An … Czytaj więcej »

Brand alliance. Building block for scientific organisations´ marketing strategy

Jörn RedlerThis paper addresses management issues of brand alliances as part of a scientific organisation´s marketing strategy. Though brand alliances have become quite popular with consumer products they seem to be exceptions in the marketing context of academic or scientific organisations. Against this background, the paper develops a brand alliance approach considering requirements of strategically marketing scientific organisations. As a starting point, brand alliances are discussed as a sub-category to brand combinations. Furthermore, opportunities for scientific organisations associated with the alliance approach are elucidated as well as, from a more general perspective, major threats. In the following course, the paper focuses … Czytaj więcej »

Work perceiving by employees and its consequences

agnieszka barukIn the article the problems of work perceiving by employees of scientific organizations in the context of marketing orientation rules were presented. It has the theoretical-empirical character. The following research goals were to be gained: identifying the way of work perceiving by respondents; defining the potential dependences between the way of work perceiving (especially its stress dimension) and chosen aspects of professional life. 4 research hypotheses were to be verified. In the empirical part the results of the field researches were presented. To analyse gathered field data the method of correspondence analysis was used. It allowed to gain the research … Czytaj więcej »

Building scientific institution’s brand with online instruments


The brand image is fundamental for the scientific institution. In the high- competitive market the brand may have a significant impact on students decisions but also the decisions made by other stakeholders. The usage of online tools in creating brands and the brand awareness is standard nowdays and is present in many business strategies. The aim of the article is to present the problem on the example of scientific institutions. Based on literature review and empirical study the authors described the usage of most popular online tools in creating the scientific institutions’ brands.

Barbara Mróz-Gorgoń, PhD., University of Czytaj więcej »

The internationalisation of marketing in the education and research sector

M Pluta Olearnik

 

A growing number of entities operating in the Polish sector of higher education and science and research aspire to have an active presence in foreign markets and even in the global market. This presence must be accompanied by thoughtful marketing strategies using effective marketing tools. The aim of the article is to indicate the possibility of using the knowledge of international marketing to increase the efficiency of the entities of the Polish sector of education and research. Particular attention was paid to the intercultural nature of the international marketing, especially in relation to the system to communicate with foreign … Czytaj więcej »

Marketing innovations as a source of competitive advantage of the universities

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 Czytaj więcej »

Challenges facing the marketing of scientific and research institutes

This article presents the challenges that scientific research institutions face in terms of their marketing, which have been divided into two groups of those associated with internal marketing and those linked to external marketing. The most significant and important determinants that constitute challenges to both internal and external marketing were described. The key aspects of each of the identified challenges were indicated, as was their impact on the implementation of the marketing policy at 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 Czytaj więcej »

Creating marketing strategies for higher education institutions

Lidia BialonThe article presents a thesis that the primary premise of creating marketing strategies for higher education institution is a three-dimensional notion of marketing. The first dimension lies in the theoretical notions of the essence of marketing, including the transactional marketing (1.0), relationship marketing (2.0) and spiritual marketing (3.0). The second dimension is formed by methods of marketing research and accurate notions of marketing, while the third are channels of marketing information. Harmonizing these three dimensions is a precondition for effective marketing. Among other conditions for effective strategies there are: aligning goals of the chosen strategy with the mission of higher … Czytaj więcej »

Science and business cooperation. Barriers in Poland within the context of selected European and North American countries

This article focuses on the theoretical and empirical analysis of factors affecting the cooperation between science and business. The author will present the results of empirical research conducted in Poland, the Czech Republic, Hungary, France, Norway, the United States of America and Canada. The analysis will indicate how and which factors: structural, systemic, competence or awareness and cultural can be utilised in the commercialisation of knowledge and technologies. The analysis of research outcomes which underpins this study is also set on the following assumptions:

  • Every country has different barriers to cooperation between scientists and entrepreneurs;
  • Polish scientists and entrepreneurs should
Czytaj więcej »

Inbound marketing in research institutions

We live in times of revolution! We are witnessing a revolution in the way we choose new products and in the way we look for business partners. Nowadays, almost everybody who is looking for a pram for his child or a new accounting company for his small business, always starts by turning on the computer. We start with Google or any other search engine, we ask our friends from the Internet, our family members and colleagues for assistance, usually via e-mail, online chats, Facebook or Twitter. We live in times of revolution – as a result of this revolution companies … Czytaj więcej »

Recommending scientific organization by employees as the example of their prosumer activity

agnieszka barukIn the article the problems related to recommending the employer by employees are presented. It is described as the example of employees’ prosumption activity. Transmitting their opinions about the organization as the employer they become the co-creators its image which is one of the key non-material marketing values. The article has theoretical-empirical character. In the theoretical part the essence of prosumption is presented. The special attention is paid to fact that in the literature this appearance is linked with consumption products not with personnel activity. In the empirical part the results of the field researches on recommending employer and its … Czytaj więcej »

Exploring the value of social entrepreneurship seen as economic and social innovation driver in the private sector


A review of online literature refers to an important number of relevant examples about Social Entrepreneurship. Basic papers shed new light on some ideas, taking into account the role of individual creativity and, among others, social networks, all put in the context of becoming an entrepreneur. The examples are associated with surviving the most important, critical first years, naturally both in urban and rural areas. Nowadays, creativity has a huge impact on start-ups in urban areas; it is a place where the environment is even more supportive and competitive. The rule does not apply in rural areas. It is … Czytaj więcej »

The role of personnel marketing in the process of building corporate social responsibility strategy of a scientific unit


The goal of this article is to discuss the significance of human capital in the process of building the strategy of social responsibility and the role of personnel marketing in the process. Dynamically changing social environment has enforced a new way of looking at non-material resources. Organizations have understood that it is human capital and social competences that have a significant impact on the creation of an organization’s value, generating profits, as well as gaining competitive advantage in the 21st century. Personnel marketing is now a key element in the process of implementation of the CSR concept and building the … Czytaj więcej »

Knowledge management in R&D centres, in the field of biomedicine, using contemporary information and communication technology and the methodology of continuous improvement


Some sophisticated medical applications, including advanced therapeutics with monoclonal antibodies, stem cells, and gene therapies are currently available in clinical trials. More revolutionary technologies are coming soon and will be marketed by the best technically advanced companies in the world. R&D companies with a much smaller indicator of technological progress and organizational efficiency, but with a great desire to become a major player in this industry, will also compete for a share of this market. However, in order to become a fixture in the changes initiated, both must constantly learn and be more innovative. In the current market situation, a … Czytaj więcej »

Role of a technology transfer platform in commercialization of research results

Creating a technology platform facilitating the process of knowledge and technology transfer is one of the ways to strengthen the ties between the R&D sector and industry. Technology platform is a tool supporting marketing activities undertaken at research organisations, which enables effective implementation of research results. Concurrently, it also helps one to identify actual market needs and requirements as far as innovative technologies are concerned. Within the platform, innovative product and process technologies are promoted and effective technology transfer mechanisms and structures are established and assessed. Besides, the platform enables the analysis of potential innovation development directions rooted in the … Czytaj więcej »

Innovation activity management in scientific and research and development organizations

Jerzy BarukA new trend called “revolution of innovation” is clear visible in the development of the modern economy. Its benefits can be maximized through the rational approach to innovation activity management, knowledge management (treated as a source of innovation) and systemic connection between the science with industry and customers in the process of creating value. The content of the publication is thus the concept of systematic approach to innovation activity management, with special emphasis on the commercialization of innovation, and using of knowledge as a source of innovation. Three models of approach to management are proposed:
1) model of rational organization … Czytaj więcej »

Style of management and chosen sentiments and attitudes among employees of scientific organizations

agnieszka barukThe article presents issues associated with the style of management applied in scientific organizations in the context of sentiments and attitudes of employees. Attention is drawn particularly to the relations between the style of management perceived by employees and the level of their perceived contentedness and the perceived level of satisfaction, as well as between the perceived style of management and attitude reflecting their readiness to recommend an organization as an employer. The application of the method of statistical analysis, namely, the analysis of correspondence allowed drawing the conclusion that there are statistically important relations between the variables. These relations … Czytaj więcej »

Selected indicators for evaluating the effectiveness of marketing communication

aneta olejniczak    ThDarko Tomorade issue of the evaluation of marketing activity in each institution most often refers to marketing communications and therefore promotional activities of the company. Whereas measuring the effectiveness of marketing communications results, we can use many tools-indicators, the use of which will track the progress and assess the effectiveness of our institution run by marketing communications. With a view to implementing effective marketing strategy we must be able to measure our success. In this article, has been made a review of selected indicators to evaluate the effectiveness of marketing communications. Cited indicators are commonly used. According to the authors, … Czytaj więcej »

The significance of a university for the development of local administration on the example of Polkowice, one of the richest communes in Poland

Jan_Walczak_1In this article the author discusses the image of a non-public university in the context of the imageof the local government which functions on the territory where the university is located. The author discusses the mutual influence of both entities and the resulting benefits. In order to illustrate the subject the example has been taken of one of the richest and best-developing local governments in Poland – the Community of Polkowice – which in 2002 decided to establish its own university together with the District (poviat) of Polkowice. The university is financed to a large extent, which is probably an … Czytaj więcej »

How to effectively promote universities and research institutes in the network? Psychological mechanisms of e-marketing effectiveness.

karol wolskiUniversities and research institutes more and more often resort to promotion tools up till now used mainly in business. Omnipresent market competition has reached also the area of science, where more and more often the fight for students and money for scientific research takes place. Competition among science institutions is additionally stimulated by demographic factors – the gradual aging of the European society. As data from the Central Statistical Office show, the number of peopled aged 19-24 in Poland will drop from 2,817,000 in 2015 to 2,135,000 in 2025. The reduction of the number of young people will substantially boost … Czytaj więcej »

Visual identity and rebranding

Wrona KatarzynaThe goal of this article is to highlight the essence of visual identification and rebranding, as well as to discuss elements of corporate identity, which are subject to revitalization in the process of refreshing the image of a brand. In the first part the article the analysis of the term visual identification is conducted. In the analysis special attention is drawn to the role of visual identification in creating a coherent identity of an organization. In the subsequent chapters further components of corporate identity are presented in detail – starting with logotype, through business forms, advertisements, accompanying materials and Internet … Czytaj więcej »