<abstract xmlns="http://www.w3.org/1999/xhtml"><p>The market of R&amp;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&amp;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&amp;D works.</p><p>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&amp;D works.</p></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.

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

Marketing of Scientific and Research Organizations

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

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

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...

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

Published Online: Apr 06, 2019

Page range: 75 - 90

DOI: https://doi.org/10.14611/minib.30.12.2018.14

Keywords
Marketing of scientific-research units, marketing orientation, rule of marketing mix 4P, commercialization of the results of scientific research, science-business

© 2018 Marzena Walasik, published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

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

Published Online: Apr 06, 2019

Page range: 75 - 90

DOI: https://doi.org/10.14611/minib.30.12.2018.14

KeywordsMarketing of scientific-research units, marketing orientation, rule of marketing mix 4P, commercialization of the results of scientific research, science-business

© 2018 Marzena Walasik, published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Keywords
Marketing of scientific-research units, marketing orientation, rule of marketing mix 4P, commercialization of the results of scientific research, science-business