Marketing Orientation of Scientific-Research Units as Support For The Process of Commercialization of R&D Results

Walasik Marzena ()
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Walasik Marzena: National Research Institute in Radom

Marketing of Scientific and Research Organizations, 2018, vol. 30, issue 4, 75-90

Abstract: The market of R&D services formed as a result of social-economic transformation puts scientific-research units in the situation of companies from the service sector and consistently forces these entities to assume a marketing approach. New solutions and possibilities of using the achievements of marketing for the R&D sphere are sought after. One of such elements which have an impact on the growth of efficiency of the commercialization of the results of scientific-research works is the introduction of marketing orientation. The application of this orientation in scientific-research units contributes to building relations between science and business, leading to the transfer of knowledge to the economy. Appropriate implementation of marketing orientation for a scientific-research unit means on the one hand support for dissemination of information about its research-implementation and application works and on the other hand making potential entrepreneurs realize the profits they can get from the implementation of particular effects of R&D works.The goal of the article was highlighting the methods of implementation of marketing orientation in a scientific-research unit thanks to the application of defined hybrid and dedicated models, depending on the model of the instrument set within the concept of marketing-mix 4P. Their application contributes to the growth of chances for successful commercialization of the results of R&D works.

Keywords: Marketing of scientific-research units; marketing orientation; rule of marketing mix 4P; commercialization of the results of scientific research; science-business (search for similar items in EconPapers)
Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:mosaro:v:30:y:2018:i:4:p:75-90:n:5

DOI: 10.14611/minib.30.12.2018.14

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