The quality of research is the most important feature in the world of science. A researcher who achieves an excellence in science has a chance to win recognition and gain authority in her scientific field. In order to succeed in science, a researcher ought to undertake effective personal marketing efforts. The aim of personal marketing is to create and maintain a desirable attitude and/or behavior of others towards a scientist and build a positive scientific image of herself. A scientist who engages in self-promotion may, however, take on herself the odium of the academic community. Hence, the researcher's perception of the importance of personal marketing engagement for success in science determines her activity in this domain. The approach to the issue may vary depending on the system of values and norms recognized as valid in science. The purpose of the study is to examine the differences in perceptions of the importance of personal marketing engagement between researchers who identify themselves with different scientific ethoses. In order to achieve the objective of the study, I created two research scales and classified surveyed scientists into four groups. Three of these groups professed the ethos of academic, industrial and post-academic science respectively, and the fourth group did not identify with any of the value systems above. Then, I examined how the members of distinguished groups perceive the importance of three potential success factors in science, i.e.: popularization of research results, recognition in the scientific community and recognition outside the scientific community. The analyses were performed on data obtained from 800 scientists who participated in a nationwide CAPI study conducted by National Information Processing Institute at the turn of 2015 and 2016. According to the surveyed scientists, the most attention should be paid to the popularization of research results, and the least attention should be given to the activities that ensure recognition outside the scientific community. Researchers who identify themselves with the ethos of post-academic science, that is based on values of both academic and industrial sciences, rate the importance of all three aspects of self-promotion relatively high. Scientists who acknowledge the Merton's ethos of academic science are at the opposite extreme. They rate extremely low the importance of striving for recognition in the non-scientific community.
In accordance with intuition, researchers who incorporate the values of Ziman's industrial science
appreciate recognition in the scientific community less than other respondents. It is safe to say that the greatest marketing awareness is characteristic for scientists who accept the ethos of post academic science, and the poorest - for those who identify themselves with the ethos of academic science.
Integrated marketing communication evolves evidently with the development of today's markets, their participants and technology - in the light of contemporary research. The objectives of this article are: firstly, to show the evolution of the models of integrated marketing communication ICM in the light of current research; secondly, to analyse the configuration of various ICM tools (traditional and Internet) which constitute the level of operationalization of ICM models and thirdly, to formulate business and brand implications. The article is based on research-based secondary sources (scientific journals) and empirical (case study). The results of the discussion are: the concept of the strategic dimension of integrated marketing communications in the enterprise and the proposal of its operationalization in the form of a 360 degrees communication model.
In the era of innovation revolution it is reasonable to conduct a rational innovation policy at the national, regional and enterprise level. Innovations have become an essential factor of the development of enterprises, increasing their competitiveness, improving their market position, increasing their economic efficiency etc. Assumptions of this policy should be based on a precise diagnosis of the existing situation in the field of innovation activity. In this article the attempt of this diagnosis was taken by seeking answers on the following questions: 1) Did companies operating in the Member States of the European Union conduct rational policy in range of innovation activity? 2) Did implemented innovations contribute to obtain the specified turnover? 3) What part of the obtained turnover did enterprises invest in innovation activities? To answer on these questions the method of statistical-comparative analysis of empirical researches was used. These researches were conducted by TNS Political & Social in the 28 Member States of the European Union, Switzerland and the United States in February 2016 on a group 14117 enterprises on EU business innovation terms.
The article presents issues associated with forming the relations of a scientific-research institution with the stakeholders and creating the added value of these relations. The basic groups of stakeholders and forms of cooperation with a scientific-research institution and their practical solutions are presented. The discussion concerning these issues is illustrated with the example of a training project carried out with funds from the National Centre for Research and Development (NCBiR).
The aim of this paper is to provide a description of the cognitive competencies that should be possessed by managers amid the circumstances recently rounded up under the umbrella term "Economy 4.0." We pay attention especially to the group of specialists called marketers of innovation, devoted to setting up and maintaining links between business on the one hand, and science on the other. Economy's capacity for innovative solutions hinges on these links, and the whole project of economy 4.0 depends, in turn, on innovations.
In 2017 the youngest consumers qualifying for the Y/millennials generation in Poland (people born between 1984 and 1997) will be 20 years old. InPoland it is a group of about 9 million people who are in the stage of life cycle characterized by high dynamics of growth of product and service consumption. Information and communication technologies (ICT) play a key role in the life of Y-generation. They influence the decision-making process and formation of the purchasing process on the market. An area using ICT technologies is the continuously growing set of instruments of mobile marketing, in particular in the area of communication with clients (among others, mobile applications, mobile vouchers, SMS/MMS, newsletter). In the article, on the basis of the results of conducted direct surveys, the issues concerning the conditions for the use of ICT technologies by the representatives of Y generation are described.The article presents chosen tools of mobile marketing used by companies in the process of building the value of products/services on the tourist market for a specific target group (Y generation) characterized by needs and expectations different from the segments of the market served by tourist companies thus far.
Market organizations apply multi-channel communication with clients, analyse and use signals from their clients to support development of products and services. Leading companies manage relations with employees in a similar way. This is particularly beneficial in organizations employing knowledge-workers. Employees, carrying out their tasks, as a result of interaction with clients and internal limitations, along with formal organizational structure spontaneously create a "fast reaction" network. Thanks to the analysis of the network of internal relations and visualization of data in online platforms organizations can investigate the methods of work and cooperation of teams and employees' behaviours. Organizational Network Analysis (ONA) is a new field, which provides strategic knowledge - about cooperation in an organization, the role of its units and particular employees, allocation of resources, relational potential and barriers for development. Online visualization of the network of relations accesssible for employees allows them to learn about the organization and better carry out their tasks, providing them with information about people with similar knowledge, or knowledge necessary for the employees, about cooperation of people and teams, flow of information and decisions. The analysis of organizational networks serves the purpose of diagnosing an organization and conducting continuous HR processes, e.g. codification of knowledge, identification of talents, organization of trainings and development, it delivers data for the decision-making process and communication and knowledge management. Using the example of the Polish participatory platform "Mapa organizacji" (Organization map) the author shows how to collect and use analytical data for the purpose of managing talents of an organization in an optimum way. Thanks to the visualization of this data, in a network you can highlight employees with various profiles e.g. sources of field knowledge, organizational and project talents, brokers of information, opinion leaders, or e.g. various styles of functioning of managers. Observing and measuring cooperation within teams and between them it is possible to plan and monitor the effects of activities facilitating communication and to efficiently manage knowledge and change e.g. by locating and breaking down silos. The application allows business owners and HR teams to manage talent the processes of "soft HR" with the use of analytical data, among others: induction of new employees, internal mobility and succession, identifying employees who could potentially drop out, internal trainers and mentors, developing cooperation where it's missing and reducing its excess, building communities of practice and project teams.
This paper identifying the key components of effective campaigns inside PR and marketing landscape by describing the evidence for the power of visual communication. Visual communication has many advantages and arguably the most important on is the ability to process information faster. It's essential for connecting with audiences today, therefore PR campaigns strategy has to be elegant and well executed to capture and keep viewers' attention or communicate quality and capability by using technologies to craft successful modern PR language. The fact that we live in a visual society and social media and mobile communication boost all types of visuals is clearly observable and broadly recognised by communication managers around the Europe.
This paper proposes a PLS Model for the study of Online Trading. Traditional investing has experienced a revolution due to the rise of e-trading services that enable investors to use Internet conduct secure trading. On the hand, model results show that there is a positive, direct and statistically significant relationship between personal outcome expectations, perceived relative advantage, shared vision and economy-based trust with the quality of knowledge. On the other hand, trading frequency and portfolio performance has also this relationship. After including the investor’s income and financial wealth (IFW) as moderating effect, the PLS model was enhanced, and we found that the interaction term is negative and statistically significant, so, higher IFW levels entail a weaker relationship between trading frequency and portfolio performance and vice-versa. Finally, with regard to the goodness of overall model fit measures, they showed that the model is fit for SRMR and dG measures, so it is likely that the model is true.