Prestige in Partnership: A Case Study in Leveraging University Excellence to Elevate Brand Success

Walaszczyk Ludmiła ()
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Walaszczyk Ludmiła: Łukasiewicz Research Network – Institute for Sustainable Technologies, Pułaskiego Street 6/10, Radom, Poland

Marketing of Scientific and Research Organizations, 2024, vol. 52, issue 2, 88-104

Abstract: As global competition in research continues to grow, universities are becoming key centres of innovation and knowledge generation. One of the most important factors attracting research institutions to a university is its brand. This article examines how universities can collaboratively establish and achieve research goals with research institutes, using a case study of Coventry University's partnership with the Lukasiewicz Research Network – Institute for Sustainable Technologies (Lukasiewicz–ITEE). The analysis highlights the significance of a strong brand in fostering sustainable relationships with other academic, research, and industrial partners. The practical implementation of Coventry University's strategies, including promoting research achievements and investing in relationship development, is explored. The study demonstrates that a university's reputation significantly enhances its appeal to potential research partners, thereby facilitating joint research projects and the commercialization of research outcomes.

Keywords: university brand; research partnerships; joint initiatives; university reputation; marka uniwersytetu; partnerstwa badawcze; wspólne inicjatywy; reputacja uniwersytetu (search for similar items in EconPapers)
JEL-codes: L31 L44 M31 M37 (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:mosaro:v:51:y:2024:i:2:p:88-104:n:1005

DOI: 10.2478/minib-2024-0011

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