rss_2.0Marketing of Scientific and Research Organizations FeedSciendo RSS Feed for Marketing of Scientific and Research Organizations of Scientific and Research Organizations Feed of the Future: Expected Competences at the Higher Education Level<abstract> <title style='display:none'>Abstract</title> <p>Given the changing nature of the modern economy, technological advances and increasing globalization, labor markets are presenting university graduates with new challenges in terms of the competences expected of them. The aim of this article is to evaluate and forecast the future of labor market demands in relation to the competences of future employees. A comprehensive analysis of these expectations is presented, drawing on findings from the <italic>desk research</italic> method, further supplemented with a qualitative study. The discussion focuses on identifying key competences that employers are looking for in today’s business environment and the competences that will be necessary in the long term. The paper contributes to the ongoing debate on the transformation of curricula in higher education, especially in relation to business schools, emphasizing the need to continually monitor market expectations and make necessary adjustments to curricula. The conclusions from this study are intended to serve as a source of inspiration for decision-makers responsible for educational programs at universities, especially those with a business profile, and other stakeholders aiming to bridge the gap between the academic world and the dynamically changing labor market.</p> </abstract>ARTICLEtrue Role of ‘About Us’ Pages in Online Food Stores<abstract> <title style='display:none'>Abstract</title> <p>The primary objective of the article was to delineate the role and diversity of the ‘About Us’ pages on the websites of online food retailers. The research employed the content analysis method, allowing for identification of the content variables on the studied pages, along with an analysis of their frequency and occurrence. The findings revealed that the utilisation of ‘About Us’ pages is prevalent in organic food online stores. These pages exhibit a diverse range of content, primarily centred around promoting the offered products and conveying the values associated with a healthy lifestyle and nutrition.</p> </abstract>ARTICLEtrue the Name Matter? Ways of Conducting Communication of Public Relations Agencies with the Public on the Basis of Quantitative-Corpus Research on Language<abstract> <title style='display:none'>Abstract</title> <p>The current article presents the results of a study conducted using the quantitative-corpus analysis of discourse (CADS) based on the theory of social constructivism and the linguistic picture of the world (henceforward LPW). The research examined two text corpora, constructed from available self-presentation texts posted on 415 public relations (PR) agency websites in Poland (this is the largest such study in the country). K1 corpus, where the agency’s name is aimed directly at the communication/PR area, and K2 corpus, where there is no such link in the company name. In the course of the analysis, the authors focus on reconstructing the agency’s self-description and self-presentation (frequency and cross-section through the lexical structure of the corpora) in the context of the communication and demographic profile of the studied PR agencies. The lexical analysis of the corpora also made it possible to identify elements that—in the eyes of market practitioners—are considered essential to professional PR, and thus form the basis of the PR industry’s professional identity.</p> </abstract>ARTICLEtrue Equality Plan for Building Employer Branding of a Research Institution<abstract> <title style='display:none'>Abstract</title> <p>The aim of this article is to discuss the possibility of using gender equality plans (GEPs) to build a brand, especially the employer branding (EB) of a research institution. The example of the GEP of the Central Mining Institute-National Research Institute (GIG-PIB) has been used in this article. The research methodology includes an analysis of the existing data and a survey involving all the GIG-PIB employees, not only those in research and scientific positions. The computer-assisted web interviewing (CAWI) research covered five key areas associated with gender equality, such as work–life balance, gender balance in management and decision-making bodies, gender equality in recruitment and career development, gender mainstreaming in the research process and measures to combat gender-based violence. This article presents the results of the survey. The analysis of the results shows that the opportunities for professional, scientific and personal development were positively assessed by the staff of GIG-PIB. Such favourable opinions of employees are an important element of building a competitive advantage based on the brand of the research institution and its Employer Branding.</p> </abstract>ARTICLEtrue an Innovative Ecosystem for the Development of Unmanned Aviation in Ukraine: Synergy Between Science and Industry<abstract> <title style='display:none'>Abstract</title> <p>In this paper we advocate for the establishment of an aviation “innovative ecosystem” in Ukraine, particularly regarding the technology of unmanned aerial vehicles (UAVs). This ambitious strategy necessitates the introduction of new business models, taking advantage of new opportunities for achieving sustainable development goals in the increasingly resource-limited world. Moreover, this initiative faces a notable challenge: navigating the “double transition” of adopting both green and digital transformations across multiple domains. We believe the solution to creating an innovative ecosystem lies in harnessing the intellectual and infrastructural capabilities of top-tier research institutions – which in Ukraine include the National Aviation University (NAU) and the National Technical University “KPI.” By combining the efforts of Ukrainian higher education institutions and actively enhancing international cooperation, in particular with the Łukasiewicz Research Network – Institute of Aviation in Warsaw – we argue – Ukraine can expedite the development of “factories” of ideas and innovations by supporting the training, incubation and growth of startups, encourage the formation of micro and small high-tech enterprises and bringing their products to global and regional markets, improving the mechanisms of interaction of the startup teams with venture capital funds and investment companies.</p> </abstract>ARTICLEtrue Purchasers’ Cooperation with Offerors in Online and Offline Environments<abstract> <title style='display:none'>Abstract</title> <sec><title style='display:none'>Purpose</title> <p>The aim of this study is to determine final purchasers’ preferred environment of cooperation with offerors. The study also sought to determine the significance of this environment in relation to (1) advantages perceived in online and offline environments as places for this cooperation and (2) the type of services final purchasers would like to co-create.</p> </sec> <sec><title style='display:none'>Methodology</title> <p>The results of the world literature review indicate cognitive and research gaps in the aspects mentioned. To reduce these gaps, empirical studies were carried out. The data were subjected to quantitative analysis using statistical analysis and statistical testing.</p> </sec> <sec><title style='display:none'>Findings</title> <p>The results indicated that most respondents preferred a parallel use of online and offline environments for cooperation with offerors. The preferred environment of cooperation was a feature differentiating, in a statistically significant way, each of the analysed advantages of online and offline environments as places of cooperation with offerors. The preferred environment of cooperation differentiated only responses relating to cultural services.</p> </sec> <sec><title style='display:none'>Originality</title> <p>The approach presented is original. Final purchasers’ preferences concerning the environment of cooperation with offerors have been studied for the first time in the proposed context.</p> </sec> </abstract>ARTICLEtrue and Dynamics of Selected Measures of Research and Development Activity in Poland<abstract> <title style='display:none'>ABSTRACT</title> <p>Research and development (R&amp;D) activity is an important source of knowledge for innovative processes in business entities. In practice, this activity is accompanied by numerous dysfunctions that reduce the efficiency and universality of the functioning of the R&amp;D sphere. One of them is random, intuitive management. The aim of the publication is to attempt to analyse the level and dynamics of selected measures of R&amp;D activity, to assess the prevalence of this activity in Polish business entities and to propose directions for improvements in the management of the R&amp;D sphere. The article was prepared using the following research methods: cognitive-critical analysis of selected literature on the subject to identify the research problem; descriptive-comparative method for the presentation of a research problem; statistical method to determine the percentage shares of selected measures; and the projection method to propose the concept of rational management of R&amp;D&amp;I activities.</p> <p>The time range of the study covers the years 2018–2021. The subject scope concerns the level and dynamics of selected measures of R&amp;D activity in Poland. The source of empirical data for the analysis of the phenomenon are publications of the Central Statistical Office. The analysis of the source material indicates a relatively low level of adopted measures of R&amp;D activity and their dynamics on a national scale, and in the adopted cross-sections of analysis, as well as the random, intuitive nature of R&amp;D management.</p> </abstract>ARTICLEtrue and Social Skills’ Impact on Marketing Effectiveness<abstract> <title style='display:none'>ABSTRACT</title> <p>This study examines the importance of emotional intelligence (EI) in marketing among professionals in the Algerian telecommunications industry. EI plays a crucial role in building strong relationships, effective communication, and connectionbuilding, especially as technology and AI advance. However, there is limited research on EI in marketing professionals within telecommunications. Using a quantitative survey and regression analysis, the study finds a positive impact of EI dimensions on marketing effectiveness. These findings have implications for improving marketing team performance by implementing training programs that enhance EI skills. The study contributes to the scientific community by emphasising the significance of EI in marketing and encouraging further research.</p> </abstract>ARTICLEtrue Women’s Attitude Towards Counterfeiting Cosmetics: An Empirical Study<abstract> <title style='display:none'>ABSTRACT</title> <p>The present research aimed to pinpoint the factors shaping attitudes towards counterfeiting and how these attitudes influence the intention to purchase counterfeit products. The work tries also to take a step back from previous research contributions, to develop a model for understanding attitudes towards counterfeit products. To achieve this aim, a quantitative study was undertaken using a questionnaire survey was administered to a sample of 250 women in Algeria. To assess our hypotheses, a structural equation modelling (SEM) was employed. Findings showed that factors such as insensitivity to counterfeiting, economic considerations as well as perceived risk directly impact the attitude towards counterfeiting</p> </abstract>ARTICLEtrue, Techno-Fear and Narcissism as Determinants of Consumer Trust in Wearables<abstract> <title style='display:none'>ABSTRACT</title> <p>In the age of digital transformation and the transformation of traditional forms of communication between consumers and brands, wearables have successively become the next channel of contact after smartphones. On the basis of the literature review and an overview of the available devices of this type on the market, three categories of wearables have been identified: non-interfering (e.g. smart watches), indirect (protruding devices) applied to the body (e.g. smart tattoo, smart earrings) and interfering with the consumer’s body (e.g. subcutaneous chips, implants on organs inside the body or brain). The purpose of this paper was to assess the level of trust in wearables technology and its determinants, such as the respondent’s level of narcissism and fear of technology, using the constructs techno-paranoia and techno-fear among young respondents as examples. It turned out that out of the three tested predictors, only two of them turned out to be significant (techno-fear and techno-paranoia significantly (negatively) determine the level of trust). Techno-paranoia was significant for each of the three types of wearables technology, while techno-fear was only significant for non-invasive technologies.</p> </abstract>ARTICLEtrue Analytics – The Dominant Problem of Marketing Automation and Sales Funnel<abstract> <title style='display:none'>ABSTRACT</title> <p>The purpose of the current article is to present the possibilities of using web and marketing analytics, in particular, the dominant marketing automation along with the sales funnel. The research question can be defined: how does the use of marketing automation support the impact on customers? The research method includes a review of the current literature, and a case study-the implementation of marketing automation and sales funnel additionally marketing analytics is included in the dashboard application. The illustration of this in-depth case study may indicate an understanding of the theory in a real setting. The research results present the defined web analytics, the stages of its evolution, along with the elements of inbound and outbound marketing In addition, the example of company X presents the metrics in the sales funnel included in the dashboard. How MA interacts with customers, market participants, is presented. Through the development of MA implementation and in-depth analytics, it was shown which inbound and outbound elements play an important role and allow analysis of metrics in the sales funnel. This is not a complete research for enterprise marketing because we can develop the problem: how marketing uses modern technologies in influencing market participants. In addition, it is worthwhile to conduct further research on the determinants and metrics in MA and sales funnel because, in its first stages, one builds relationships with customers and, in its later stages, one manages relationships with customers, where close relationships are established.</p> </abstract>ARTICLEtrue in the Conditions of Renting an Apartment Expected by Students after the COVID-19 Pandemic in Relation to their Activity in the Labour Market<abstract> <title style='display:none'>ABSTRACT</title> <p>The article presents students’ expectations regarding changes in the housing market after the COVID-19 pandemic. The need to switch to remote teaching was very often associated with the need to change the place of residence or return to the family home of students. This was related, directly or indirectly, to their economic situation, which deteriorated due to the loss of their job or the need to change jobs. When preparing the research tool, the focus was therefore on the subjective expectations of students regarding rental conditions after the pandemic, regarding not only rental costs, but also changes in lease agreements. During the survey period, respondents were already studying remotely, so it can be assumed that they have already developed some strategies and tactics regarding the issues covered by the survey. The article aims to signal and illustrate with available data the diversity of expectations regarding fees and provisions in lease agreements, taking into account the demographic and economic characteristics of respondents. The aim of this study was not only to demonstrate the diversity of expectations of changes in residence, rental conditions, or the amount of fees caused by the pandemic, taking into account the employment and gender of the respondent, but also taking into account their activity in the labour market. The analysis of the relationship between the expectations declared by respondents and their demographic characteristics was carried out using a correlation analysis. The analysis made it possible to verify the research hypotheses on the existence of correlations between the respondents’ characteristics and their (1) assessments of changes in the place of residence, (2) expectations regarding provisions in rental contracts, and (3) changes in the level of housing fees caused by the pandemic situation.</p> </abstract>ARTICLEtrue Consumers’ Attitudes Towards ‘Clean Meat’<abstract> <title style='display:none'>ABSTRACT</title> <p>An understanding over potential consumers’ openness and need for a product, as well as their reservations and expectations, is essential for launching a new product, ‘clean meat’ not being an exception. Research has been conducted in terms of attitudes, perception, and reservations, but most often in forms of analysing declarations rather than actual observations of consumer behaviour. The aim of the study was to assess consumer attitudes towards ‘clean meat’, in particular acceptance, perception, barriers, and factors influencing attitudes towards ‘clean meat’. The study was voluntary, conducted using online survey and addressed to respondents up to the age of 55 years. The research sample consisted of 418 respondents, representing a diversified sociodemographic profile. The results of the survey showed that for many respondents meat was an important part of their diet and eaten frequently. A majority of the respondents were not aware of the meaning of the expression ‘clean meat’, though after a brief introduction to the product, a majority expressed being open to trying it. Availability, taste, and higher price were identified as the biggest barriers against trying ‘clean meat’, and potential of the invention, interest aroused, and its perceived benefit for the environment were the qualities most associated with this invention.</p> </abstract>ARTICLEtrue Dynamism of the Environment — The Impact on Service Company Competitive Advantage from a CRM Dynamic Capabilities Perspective<abstract> <title style='display:none'>Abstract</title> <sec><title style='display:none'>Objective</title> <p>To explore the dynamism of the environment and the impact on service company competitive advantage from a customer relationship management (CRM) dynamic capabilities (DCs) perspective. This work also aims to develop a multidimensional conceptualisation of the dynamic environment and propose a theoretical model for analysing the impact of the environment's dynamism on the relationship between dynamic CRM capabilities and competitive advantage.</p> </sec> <sec><title style='display:none'>Research Design and Methods</title> <p>Based on the resource-based view (RBV) and dynamic capabilities view (DCV), the method of critical literature analysis was used. Literature sources written in the last two decades were analysed.</p> </sec> <sec><title style='display:none'>Findings</title> <p>The result of the literature research became the development of a new conceptualisation of the dynamic environment and its three relevant dimensions, as well as the proposal of constructs in the theoretical model, where the dynamism of the environment plays a moderating role in the relationship between dynamic CRM capabilities and competitive advantage.</p> </sec> <sec><title style='display:none'>Implications/Recommendations</title> <p>As implications for further research, empirical verification of the created model and checking the relationship between the constructs should be indicated.</p> </sec> <sec><title style='display:none'>Contribution</title> <p>The findings extend the application of RBV and DCV in marketing knowledge. In addition, the model and this study's conclusions direct service firms to develop CRM capabilities that can enhance the company, thereby enabling the building of competitive advantage in a dynamic environment.</p> </sec> </abstract>ARTICLEtrue Preferences Towards Influencer Marketing in the Beauty Industry on Instagram and Youtube Platforms (Comparative Analysis)<abstract> <title style='display:none'>Abstract</title> <p>The purpose of this article is to compare consumers’ preferences towards activities and content, published by beauty influencers, on Instagram and YouTube platforms. The motive behind embarking on this topic is to address the research gaps in the available literature and studies on this subject. Previous research works mainly concentrated on markets other than Polish or addressed topics in other contexts. To achieve the purpose of the paper, a study was conducted using a survey technique supported by an online questionnaire, on a sample of 146 individuals who use social media platforms. The survey results reveal that users in the beauty category are most likely to watch product reviews on both Instagram and YouTube platforms. Moreover, favourite products in the beauty category for Instagram users are facial care products, and for YouTube viewers, are makeup cosmetics.</p> </abstract>ARTICLEtrue Product Development from the Perspective of Creating a Competitive Advantage<abstract> <title style='display:none'>Abstract</title> <p>It is acknowledged that achieving product-based competitive advantage is a key task for a company. However, there is still a research gap in determining those specific actions in the process of developing new products that arise from companies’ efforts to achieve product-based competitive advantage. Therefore, the aim of this study is to determine the specific actions in the new product development (NPD) process that result from companies’ intention to introduce a new product to the market, enabling the achievement of a competitive advantage. The primary research method used in this study is deductive reasoning, supplemented by a literature review. The result of the study is the proposal of three types of actions: a) evaluating an opportunity in terms of its potential to generate a competitive advantage; b) creating a new product with high economic value; and c) assessing both the planned new product and the new product introduced to the market in terms of achieving a competitive advantage. The latter two types of actions can be undertaken at various stages of the NPD process and can pertain to the product concept itself and to specific product forms (e.g., prototypes, pilot products). These proposed actions are significant because attaining a product-based competitive advantage contributes to the achievement of other objectives related to new products (e.g., revenue generation). Therefore, it is recommended that companies incorporate these actions into their NPD process. This study contributes to the field of management by proposing few specific actions in each phase of the NPD process, which arise from a company's intention to achieve a product-based competitive advantage, addressing a previous gap in the literature.</p> </abstract>ARTICLEtrue Transformation in Health Care and Its Marketing Dimension<abstract> <title style='display:none'>Abstract</title> <sec><title style='display:none'>Purpose</title> <p>To present issues treating digital transformation in the health sector and highlight the marketing dimension of this process.</p> </sec> <sec><title style='display:none'>Design/Methodology</title> <p>The article is a literature review of digital transformation, healthcare, management, marketing and health economics. The analysis was carried out using professional, scientific databases based on the desk research method. The study consists of the following parts: introduction; methodology of the study; issues concerning the process of digital transformation, ; digitisation of the health sector in the context of data security and benefits for stakeholders; practical aspects of implementing digital technologies in health care; generations X and Y-in the process of digitisation of health care in the marketing dimension; limitations of the study; conclusions and practical implications.</p> </sec> <sec><title style='display:none'>Findings</title> <p>The COVID-19 pandemic has significantly accelerated the digitisation of medical services, translating into the rapid development of various e-health platforms and tools. The latest techno-technological solutions for mobile health help in daily patient care and support prevention and preventive health care. The marketing transformation process parallels the digital transformation process in health care. . The availability of digital health tools would not be possible without marketing.</p> </sec> <sec><title style='display:none'>Limitations</title> <p>Limitations of the study were identified that may have affected the overall picture of considerations. First, only articles indexed in selected databases were used: Google Scholar, ResearchGate, Taylor and Francis Online and ScienceDirect. Second, the literature search used a specific combination of words using Boolean operators.</p> </sec> <sec><title style='display:none'>Originality/value</title> <p>The treatment of issues treating the digital transformation of the health sector and its marketing dimension is based on the latest literature on the subject, enriching the existing body of scholarly work on the health and marketing industry.</p> </sec> </abstract>ARTICLEtrue Research on User-Generated Content in the Service Sector — A Bibliometric Analysis<abstract> <title style='display:none'>Abstract</title> <p>The Web 2.0 era and the following phases of web development bring new challenges to businesses, but also new opportunities to establish and maintain relationships with market participants, indulge in direct contact with customers and learn about their needs, emotions and opinions. The advancement of content creation and sharing technologies creates an opportunity to collect information from anyone with access to the Internet. User-generated content (UGC) information is increasingly supporting decision-making and analysis for various types of business, management or marketing activities. Such information is also increasingly used as a source of data in scientific research. The present study seeks to evaluate the relevance of UGC in scientific research and the scope and ways in which content created by Internet users can be used by researchers of phenomena existing in the service sector. To achieve this goal, a bibliometric literature review (quantitative analysis of publications, identification of research collaborators, co-author analysis, co-citation analysis and co-word analysis) was conducted covering articles between 2012 and 2022 published in journals indexed in the Scopus database. The analysis used descriptive statistics and text and content analysis. A significant increase was observed in publications between 2020 and 2022. Among the various service branches, the researchers most often chose data sets in the form of comments posted online by customers of tourism industries, mainly those using accommodation services, but also restaurants. TripAdvisor was observed to be the most frequently used data source. In their analysis, the authors used both qualitative and quantitative methods, as well as a combination of them. It is observed that more sophisticated machine learning algorithms have been implemented for text analysis. Finally, the paper also presents future research recommendations.</p> </abstract>ARTICLEtrue Experience Management: Analysis of Customer Retention in Restaurants in Anambra State, Nigeria<abstract> <title style='display:none'>Abstract</title> <p>This study examined the effect of customer experience management (CEM) on customer retention in restaurants in Anambra State, Nigeria. Specifically, the study sought to investigate the influence of affective customer experience, cognitive customer experience, physical customer experience and social-identity customer experience on customer retention in restaurants in Anambra State, Nigeria. The study adopted a survey research method. The study found that affective customer experience, cognitive customer experience, physical customer experience and social-identity customer experiences have a significant effect on customer retention in restaurants in Anambra State, Nigeria. Based on the foregoing, the study concluded that CEM had a significant effect on customer retention in restaurants in Anambra State, Nigeria. The study recommended, amongst others, that management of restaurants should deliberately focus on humanic clues in terms of providing a conducive environment, especially one that is always clean for its customers.</p> </abstract>ARTICLEtrue and Evaluation of a Selected CRM Tool for the Stakeholder Relationship Management in an Innovative Project<abstract> <title style='display:none'>Abstract</title> <p>The article presents the framework for the implementation process of HubSpot customer relationship management (CRM) software in a selected innovation project conducted by a student-run non-profit organisation, as the basis for the project's stakeholder relationship management. The purpose of the article is to assess the impact of the implemented software on the project's stakeholder relationship management, with a particular focus on communication with internal and external stakeholders. The motivation for introducing the concept of stakeholder relationship management in the studied organisation included the growing number of students involved in the project, increasing financial needs and, consequently, a growing group of stakeholders supporting the innovative project. This led to the need for the project's stakeholder relationship management concept and greater operationalisation of the student organisation's activities. HubSpot CRM software was chosen for its functionality and accessibility for non-profit organisations. This article presents a case study of the Innovative Student Project and the results of a survey of project members to assess internal communication and information flow between project members and key stakeholders after implementation of the CRM system. It was assumed that the evaluation of communication from the perspective of project members would be an appropriate measure of the benefits of the implemented solution as it is difficult to assess other dimensions of stakeholder cooperation at the initial stage. The main perceived benefits were the professionalization of team activities and uniformity of management practices across the project, clear categorisation of stakeholders, improved information flow within the project, and communication with sponsors. It was also shown that student organisations can introduce solutions dedicated to enterprises and implement the concept of stakeholder relationship management to increase the effectiveness of support acquisition and develop innovative projects.</p> </abstract>ARTICLEtrue