<abstract xmlns="http://www.w3.org/1999/xhtml"><p> 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.</p><p>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.</p></abstract>

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.

Marketing Innovations as a Source of Competitive Advantage of the Universities

Marketing of Scientific and Research Organizations

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

{"article-title":"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...

Marketing Innovations as a Source of Competitive Advantage of the Universities

Published Online: May 30, 2017

Page range: 97 - 114

DOI: https://doi.org/10.14611/minib.18.04.2015.11

Keywords
innovativeness, marketing innovations, university

© 2017

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

Marketing Innovations as a Source of Competitive Advantage of the Universities

Published Online: May 30, 2017

Page range: 97 - 114

DOI: https://doi.org/10.14611/minib.18.04.2015.11

Keywordsinnovativeness, marketing innovations, university

© 2017

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

Keywords
innovativeness, marketing innovations, university