A new trend called “revolution of innovation” is clear visible in the development of the modern economy. Its benefits can be maximized through the rational approach to innovation activity management, knowledge management (treated as a source of innovation) and systemic connection between the science with industry and customers in the process of creating value. The content of the publication is thus the concept of systematic approach to innovation activity management, with special emphasis on the commercialization of innovation, and using of knowledge as a source of innovation. Three models of approach to management are proposed:
1) model of rational organization management,
2) model of conceptual structure of innovative activity management,
3) model of integration of knowledge management and innovation management.
Management accordingto the proposed models allowsto use resources of various organizations in creating value materialized in innovations in the optimal way, especially in the context of the relatively low impact of universities and research organizations on creating ideas of innovations.
Some sophisticated medical applications, including advanced therapeutics with monoclonal antibodies, stem cells, and gene therapies are currently available in clinical trials. More revolutionary technologies are coming soon and will be marketed by the best technically advanced companies in the world. R&D companies with a much smaller indicator of technological progress and organizational efficiency, but with a great desire to become a major player in this industry, will also compete for a share of this market.
However, in order to become a fixture in the changes initiated, both must constantly learn and be more innovative. In the current market situation, a hypercompetitive economy with the entrepreneurs’ focus on the prosumer , creativity is becoming extremely important in achieving final success. Creativity, which is the result of proper knowledge management, especially in science. The market value of R&D companies and their further future depends to a large extent on the prosperity of knowledge transfer.
The most important role in the process of knowledge transfer is played by information and communication technologies (ICT) and tools for continuous improvement. If companies implement these efficiently and safely, they can develop and benefit from competitive advantages for a very long period of time. Such an approach would give them the possibility of reducing the cost and time to deliver new products to market, and create a new platform to generate innovative products. This is a new perspective for R&D businesses, and a great opportunity for institutions in the biomedical arena to become part of the upcoming bio-revolution.
In the article the problems related to recommending the employer by employees are presented. It is described as the example of employees’ prosumption activity. Transmitting their opinions about the organization as the employer they become the co-creators its image which is one of the key non-material marketing values. The article has theoretical-empirical character. In the theoretical part the essence of prosumption is presented. The special attention is paid to fact that in the literature this appearance is linked with consumption products not with personnel activity. In the empirical part the results of the field researches on recommending employer and its relation determinants are presented. The statistical analysis in the form of correspondence analysis method has been used to these results. It allows to estimate the dependences between analysed variables, to define the power of identified dependences, to show their character, to sort the relation determinants of recommending in the hierarchical system etc. All of the analysed dependences are significant in the statistically meaning. The stronger dependence exists in the case of vertical relation variable in the comparison to the dependence between recommending employer and horizontal relation variable. Of course each of type of organizational relations should be supported by employer because it influences on employees’ identifying with the organization which is the key determinant of the column variable.
Creating a technology platform facilitating the process of knowledge and technology transfer is one of the ways to strengthen the ties between the R&D sector and industry.
Technology platform is a tool supporting marketing activities undertaken at research organisations, which enables effective implementation of research results. Concurrently, it also helps one to identify actual market needs and requirements as far as innovative technologies are concerned.
Within the platform, innovative product and process technologies are promoted and effective technology transfer mechanisms and structures are established and assessed. Besides, the platform enables the analysis of potential innovation development directions rooted in the actual market needs and economic trends.
The articles presents good practices in the activity of a technology platform developed at a R&D organisation and gives an overview of successful cooperation with industry enhancing commercialisation of research results.
In this paper has been discussed the meaning a human capital is performing in the CSR strategy building and the role of the personnel marketing in this situation. Dynamic changes in the company surroundings extorted a new look on intangible resources. Organizations understood human capital and social competences firmly influence on creating values of the organization, profits generating and achieving a competitive advantage in XXI century. Personnel marketing nowadays is the flagship for the CSR implementation and building a values of modern organization, especially such special like scientific unit.
In this paper we found main values taken by the Central Mining Institute as a crucial for its importance for social responsibility. Analysis was made on the base of the Central Mining Institute experiences in the developing strategic CSR that took account special features of scientific organization.
Universities and research institutes more and more often resort to promotion tools up till now used mainly in business. Omnipresent market competition has reached also the area of science, where more and more often the fight for students and money for scientific research takes place. Competition among science institutions is additionally stimulated by demographic factors - the gradual aging of the European society. As data from the Central Statistical Office show, the number of peopled aged 19-24 in Poland will drop from 2,817,000 in 2015 to 2,135,000 in 2025. The reduction of the number of young people will substantially boost competition between universities. Their success, similarly as success in business will depend to an ever greater extent on the quality of conducted marketing activities. Education and research have become a product which, just like any other product, has to "fight" for the client.
The issue of the evaluation of marketing activity in each institution most often refers to marketing communications and therefore promotional activities of the company. Whereas measuring the effectiveness of marketing communications results, we can use many tools-indicators, the use of which will track the progress and assess the effectiveness of institution run by marketing communications. With a view to implementing effective marketing strategy we must be able to measure our success. In this article, has been made a review of selected indicators to evaluate the effectiveness of marketing communications. Cited indicators are commonly used. According to the authors, each institution should create its own set of indicators by which the effects of its operations will be best measured.
In this article the author discusses the image of a non-public university in the context of the imageof the local government which functions on the territory where the university is located. The author discusses the mutual influence of both entities and the resulting benefits. In order to illustrate the subject the example has been taken of one of the richest and best-developing local governments in Poland - the Community of Polkowice - which in 2002 decided to establish its own university together with the District (poviat) of Polkowice. The university is financed to a large extent, which is probably an exception in all Poland - with funds from the budget of local government. The Lower Silesian University of Entrepreneurship and Technology in Polkowice (DWSPiT) has been functioning on the higher education market for a decade. It has made a significant contribution to the building of a positive image of local authorities and unified the identity of the local community. Even though people from outside Polkowice also study at the university, it is often called a “local government university” or “local university”, alongside the division into public and non-public universities, according to which it was categorized2, according to the law. One of the important things for potential students is the fact that the university is located in the region of Polkowice, which is developing fast and offers the possibility of studying, potential jobs and in the longer perspective also attractive living conditions.
The goal of the article is to try to show, on the example of Polkowice and the Lower Silesian University of Entrepreneurship, the impact that a non-public university may have on strengthening the positive image of local government and to present the scope of cooperation between a university and local go- vernment and its image value for the university itself. The subject, due to the limitations imposed by the form of this article, will be limited to only the most important issues.
The article presents issues associated with the style of management applied in scientific organizations in the context of sentiments and attitudes of employees. Attention is drawn particularly to the relations between the style of management perceived by employees and the level of their perceived contentedness and the perceived level of satisfaction, as well as between the perceived style of management and attitude reflecting their readiness to recommend an organization as an employer. The application of the method of statistical analysis, namely, the analysis of correspondence allowed drawing the conclusion that there are statistically important relations between the variables. These relations are comparably strongest in case of the perceived style of management and the level of satisfaction. Thus, it can be concluded that applying democratic style to employees favours stimulating their satisfaction and contentedness and at the same time contributes to assuming an open attitude characterized by the readiness to recommend an organization as a workplace and thus co-create its positive image.
The goal of this article is to highlight the essence of visual identification and rebranding, as well as to discuss elements of corporate identity, which are subject to revitalization in the process of refreshing the image of a brand. In the first part the article the analysis of the term visual identification is conducted. In the analysis special attention is drawn to the role of visual identification in creating a coherent identity of an organization. In the subsequent chapters further components of corporate identity are presented in detail - starting with logotype, through business forms, advertisements, accompanying materials and Internet websites to signs on buildings. Moreover, corporate identity book as a collection of standards and guidelines for application of corporate identity rules is discussed. The deliberations are based on the study of literature. The last chapter presented the transformation of the brand of Institute of Aviation.