<abstract xmlns="http://www.w3.org/1999/xhtml"> The goal of this article is to answer the question in what way relational marketing and in particular, the concept of relational benefits, as well as quality of relation may influence the transfer of knowledge and technologies from universities to business. Another goal is to highlight significant, future directions of research in this area. Integration of the theory of relational marketing and technology transfer may create a new framework for fuller understanding of the ties between science and business. Research in this area may contribute to the expansion and development of the theory of relational marketing, which until now was limited to the analysis of relations within a single sector. The results of conducted research show that ties characterized by high relational engagement are common, recognized by both academic and business environment as precious and play an important role in stimulating innovations. The quality of relations and relational benefits may play an important role in building long-term ties between universities and the industry. Integration of behavioural theories with the theory of technology transfer may contribute to a better understanding of the behaviour of particular participants of the transfer on the individual level.</abstract>

Relational Benefits and Quality of Relation — Towards Understanding of the Ties Between Science and Business

<abstract xmlns="http://www.w3.org/1999/xhtml"> Science and technology are the driving forces increasing the global standards of living. The technology - wealth relationship is complex and not well understood presently but recent macro data tends to support Robert Solow’s 1957 observation that societal, company, and individual wealth and increased standards of living is created by application of science and technology to socio-economic challenges. In 1987, Robert Solow received the Nobel Prize in Economics, for his insight that “seven-eighths” of the world’s increase in world wealth is due to advances in science and technology. The challenges and costs of of wealth creation are identified. This paper explores wealth as defined by GDP/capita, and the current correlations between world/GDP per capita and R&amp;D spending, the number of scientific and technical articles, and number of patents applications from 2000 to 2012/2013 with a forecast of world GDP/capita to 2025 of approximately $15,000 USD from today’s $10,000 USD.</abstract>

Technology Creates 21St Century Wealth — Processes, Problems, and Prognosis

<abstract xmlns="http://www.w3.org/1999/xhtml"> Research institutes face a chance to take the lead in the system of commercialization of the effects of R&amp;D. For the purpose it is necessary to strengthen their position in the market i.a. by reorganizing structures and focusing on quality management. A multi-faceted approach to the problem of quality in the activities of research institutes based on an analysis of stakeholders and products, led to the idea of creating a platform for quality management - an entity bringing together 3 sections:1) Section of Quality Management Systems,2) Section of Scientific Information,3) Section of Cooperation with the Customer.The choice of these areas, according to the author, corresponds to the specific activities of research institutes and emphasizes the need to improve and ensure the quality of the (often depreciated) area.</abstract>

Quality Management Platform in Research Institutes (Part 1)

<abstract xmlns="http://www.w3.org/1999/xhtml"> In this article the author verifies the thesis that the commonness of investing in research and development activity (R&amp;D) in enterprises operating in the Member States of the European Union is variable and diverse. The basis of such verification is an statistical-comparative analysis of the results of the empirical researches on innovative trends in EU companies. The study was conducted in February 2015 by TNS Political &amp; Social in 28 Member States of the European Union, Switzerland and the United States. Analysis of the commonness of investing in R&amp;D in enterprises is carried out in the following 3 dimensions:1) the commonness of investing in R&amp;D according to the country, 2) the commonness of investing in R&amp;D according to the category of enterprises, 3) the turnover invested in R&amp;D according to the country. The results of the studies confirmed the research thesis.</abstract>

Place of Research and Development Activity in the Development Policy of Enterprises

<abstract xmlns="http://www.w3.org/1999/xhtml"> The 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 of other tools from the scope of social media, as well as monitoring systems1 - these are just chosen stages, or as others think, milestones in the pursuit of novelty and new forms of distribution of information. It is in times like these that public relations experts have to create, send and receive messages. Back at the end of 1990’s hardly anyone expected that such changes could take place. It is also hard to predict what we will see in a few, or a dozen years. One thing is certain, namely, that changes will be taking place and will be even faster than now.As the currently modern media already have a significant impact on voting decisions, or social transformation, the process is analysed and studied in detail. Moreover, what is subject to research is the question whether communication on the Internet should be based on mass communication, or rather on an individual approach. Private individuals make decisions based on their own needs, but companies have to analyse many factors that influence final decisions concerning the choice of tools, or the very decision concerning communication. Among these factors there are: scope, availability of tools, even the branch in which a company is active.This article includes a presentation of chosen tools used in the process of unilateral communication with the environment, but also tools used for dialogue. Unilateral communication discussed in this article doesn’t assume a response from the recipient, apart from a possible decision to take action in form of purchase, or clicking. At the same time dialogue gives the opportunity to interact, exchange thoughts and ideas, direct assessment. Moreover, the benefits from the process of conducting dialogue online, as well as the barriers hampering the dialogue will be presented. Also, the directions of changes taking place in association with the dynamic development of online communication tools and processes will be presented.</abstract>

Public Relations — The Tools for Unilateral Communication and Dialogue on the Internet

AHEAD OF PRINT

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Volume 30 (2018): Issue 4 (December 2018)

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Volume 28 (2023): Issue 2 (June 2023)

Volume 27 (2018): Issue 1 (March 2018)

Volume 26 (2017): Issue 4 (December 2017)

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Marketing of Scientific and Research Organizations

 The main goal of the journal is to present the newest research results and practical solutions that are being implemented by scientific and research organisations amongst which are the leading European scientific institutes, education institutions and technology parks.   The journal brings together the marketing staff of research institutes, higher education institutions and interested parties to enable the further broadening of knowledge and competencies and which enables renowned key players, leading scientists and practitioners in the field of marketing from the whole of Europe to truly join forces.   Articles published in this journal range from marketing theory and practice through the possible uses and scope of marketing in practice in the Polish and international economic sector. It also presents the experiences of Polish and international organizations involved in scientific research.   Based on the decision of the Minister of Science of January 5, 2024, 40 points are awarded to the academic achievement for the scientific articles published in the journal.   Marketing of Scientific and Research Organizations publishes in the Open Access system – free of charge. For authors, publishing in an Open Access journal offers increased citation rates, quicker impact, and wider research collaborations.     Rejection rate:    20%    Main topics:   1. Marketing tools of scientific and research organisations:      E-mail marketing   E-marketing of scientific and research organisations   Marketing strategies in combating the economic crisis   On-line marketing strategies   Education and work fairs as a form of promotion   Trends in marketing studies   Marketing trends and directions of scientific and research organisations   Implementation of new domestic and international strategies   Analytical and research tools in the marketing of scientific and research organisations   Search engine optimisation    2. Social media:      Facebook marketing trends   The Impact of Internet in Public Relations   Legal framework for social media marketing   Social media and SEO   New societies in marketing   Social networks and recommendations of the best communication solutions   Social media – it is not only Facebook   Social media – blogs, forums, chats    3. Marketing communication management:      Research on the effectiveness and efficiency of marketing communication   Building the positive image of scientific and research organisations   The significance of the brand in the operations of a scientific organisation   Strategic management in scientific and research organisations in the Polish economic practice   Product management in research services   Corporate social responsibility (CSR) in theory and practice   B2B marketing   Mobile marketing   Personal marketing as a tool for creating the scientific organisation’s image   Psychology of advertising   Media relations – effective media cooperation   Media trends    4. Selected detailed topics:      Celebrities in advertising of scientific and research institutions   Event marketing   Experiences of a direct marketing agency   Marketing in a scientific library   Sources of funding scientific research   Ethics in marketing   Advantages of cooperation between scientific organisations and enterprises   Employee intellectual capital – the advantage of a competitive institution   Marketing of higher education institutions   Determinants of marketing and the effects of the crisis on a scientific and research organisation   Copyright and intellectual property in marketing and advertising    5. Marketing of new technologies and R&amp;D products:      Marketing mix tools in the implementation of new technologies and R&amp;D products   New technologies in marketing   The use of new technology tools in marketing   Marketing and strategies of start-ups   Commercialization of research results and new technologies   Transfer of knowledge from science and research centres to industry   Technological trends and the use of marketing tools   Management of products / offers portfolio of the research and development institution   TechnoMarketing   New technologies and marketing strategies   MarTech market          Archiving   Sciendo archives the contents of this journal in Portico - digital long-term preservation service of scholarly books, journals and collections.   Plagiarism Policy   The editorial board is participating in a growing community of Similarity Check System's users in order to ensure that the content published is original and trustworthy. Similarity Check is a medium that allows for comprehensive manuscripts screening, aimed to eliminate plagiarism and provide a high standard and quality peer-review process.   This journal is primarily targeted at professionals dealing with the marketing of scientific and research organizations. Its target readers include the staff of research institutes, higher education institutions, academic research centres, and organizations, associations and establishments providing assistance in scientific research, as well as students and all those who are interested in the subjects covered by the research.   The journal not only offers a unique opportunity to become familiar with the current trends, new tools and instruments and strategies in the marketing of scientific and research organisations but is also constitute the ideal professional environment for the fruitful exchange of views and constitute an invaluable networking scenario. 