Marketing relacji w pracy brokera innowacji

• Authors: Jakub Szczepkowski

Title variants

EN

Relationship Marketing in the Work of an Innovation Broker

Abstracts

EN

An innovation broker plays an essential role in the commercialization process of scientific research with the participation of business representatives. He is the link between the two worlds – science and business. The main task of innovation brokers is to build relationships with scientists, as well as with the socio-economic environment. Long-term relationships based on loyalty and trust are the essence of relationship marketing. So, is it possible to use elements of relationship marketing in the daily work of an innovation broker? This article aims to try to identify how innovation brokers at Polish universities covered by the “The Excellence Initiative – Research University” program establish and build relationships with representatives of the world of science and business and to determine the impact of the coronavirus pandemic on these relations during and after it. Exploratory qualitative research was carried out using an open questions online questionnaire. The conducted research shows that the relationship marketing strategy applies in the work of an innovation broker.

PL

W procesie komercjalizacji badań naukowych z udziałem przedstawicieli biznesu ważną rolę odgrywa broker innowacji. Jest on łącznikiem pomiędzy dwoma światami – nauki i biznesu. Głównym zadaniem brokerów innowacji jest budowanie relacji zarówno z naukowcami, jak i z otoczeniem społeczno-gospodarczym. Długotrwałe relacje oparte na lojalności i zaufaniu stanowią kwintesencję marketingu relacji. Czy zatem w codziennej pracy brokera innowacji można wykorzystać elementy marketingu relacji? Celem niniejszego artykułu jest podjęcie próby zidentyfikowania czy brokerzy innowacji na polskich uczelniach objętych programem „Inicjatywa Doskonałości – Uczelnia Badawcza”, nawiązując i budując relacje z przedstawicielami świata nauki i biznesu, wykorzystują koncepcję marketingu relacji, a także określenie wpływu pandemii koronawirusa na te relacje w trakcie jej trwania oraz po jej zakończeniu. Przeprowadzono badania jakościowe, które miały charakter eksploracyjny, z wykorzystaniem internetowego kwestionariusza ankiety z pytaniami otwartymi. Z przeprowadzonych badań wynika, że strategia marketingu relacji znajduje zastosowanie w pracy brokera innowacji.

Keywords

PL

broker innowacji; komercjalizacja; marketing relacji; uczelnia badawcza

EN

innovation broker; commercialization; relationship marketing; research university

• Publisher: Uniwersytet Warszawski. Wydział Nauk Ekonomicznych
• Journal: Studia i Materiały
• Year: 2022
• Issue: 2(37)
• Pages: 48-56

Dates

published

2022

Contributors

author

Jakub Szczepkowski

• Wydział Nauk Ekonomicznych i Zarządzania, Uniwersytet Mikołaja Kopernika w Toruniu

• https://orcid.org/0000000289121057

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Identifiers

DOI

10.7172/1733-9758.2022.37.4

Biblioteka Nauki

27707627