Structural Approach to the Marketing Strategy Creation for a Scientific Organization
Abstract
The structural approach to the creation of a marketing strategy for the scientific organization of the socio-economic profile develops in this study. The main principles of the strategy are formulated. It is shown that, on the one hand, the coordination of efforts is necessary to form a strategy, and on the other hand, the independence of scientists in conducting research should not be violated. For various organizational forms in the scientific organization: individual researchers, formal scientific units, for example, laboratories, informal collectives, collected for the implementation of a specific scientific project and a scientific organization as a whole, are chosen ways of financing research activities. With the help of Kleiner's system economic theory, distinguishes such methods of financial support for scientific organizations as object, process, project and environmental. Target groups, channels for promoting information on scientific results, and marketing tools are selected for each of the methods. It is shown that when planning marketing activities it is necessary to establish a correlation of the basic methods of financing a scientific organization. The marketing strategy of a scientific organization is based on marketing communications. The development of the main provisions of the communication policy of a scientific organization is considered as part of an integral marketing strategy of a scientific organization.
Keywords
marketing strategy of a scientific organization,
communication policy,
marketing tools,
recipients of scientific knowledge
Supporting agencies: The work was supported by the Russian Foundation for Basic Research (project No. 17-02-00095 OGN)
About the Authors
Roman M. Kachalov
Central Economics and Mathematics Institute Russian Academy of Sciences, Moscow
Russian Federation
Russian Federation
Yulia A. Sleptsova
Central Economics and Mathematics Institute Russian Academy of Sciences, Moscow
Russian Federation
Russian Federation
References
1. Arefiev A.L. (2014). Global Rankings of universities as a new phenomenon in Russian higher education. Sociologicheskaja nauka i social'naja praktika, no. 3, pp. 5–24 (in Russian).
2. Bernet D. (2001). Marketing communications: Per. s angl. D. Bernet, S. Moriarti. Saint Petersburg; Moscow; Kharkov, Piter (in Russian).
3. Finholt T.A. (2003). Collaborators as a new form of scientific organization. Economics of Innovation and New Technology, no. 12 (1), pp. 5–25.
4. Fini R., Grimaldi R. (2017). Process approach to academic entrepreneurship: Evidence from the globe. The World Scientific Reference on Entrepreneurship, vol. 4-4, 1 February, pp. 1–17.
5. Golubkova E.N. (2000). Marketing communications: Nauchnoe izdanie. Moscow, Finpress (in Russian).
6. Kachalov R.M., Sleptsova Y.A., Klimanova A.R. (2017). Forming a positive image of a scientific institution in the social environment. Aktual'nye problemy jekonomiki i prava, vol. 3, no. 11, pp. 16–29 (in Russian).
7. Kleiner G.B. (2008). Strategy of the enterprise. Moscow,
8. Delo (in Russian).
9. Kleiner G.B. (2013). System economics as a platform for development of modern Economic Theory. Voprosy ekonomiki, no. 6, pp. 4–28 (in Russian).
10. Krabel S., Siegel D.S., Slavtchev V. (2012). The internationalization of science and its influence on academic entrepreneurship. The Journal of Technology Transfer, April, vol. 37, no. 2, pp. 192–212.
11. Kuzminova Ju.V. (2014). Use of personal marketing communications at the stage of innovative transformation of the organization. Fundamental'nye issledovanija, vol. 11, no. 1, pp. 140–145.
12. Meyer M. (2003). Academic entrepreneurs or entrepreneurial academics? Research based ventures and public support mechanisms. R&D Management, no. 33, pp. 107–115
13. Morschheuser P., Redler J. (2017). Reputation management for scientific organizations – framework development and exemplification. Marketing of Scientific and Research Organizations, no. 18 (4), pp. 1–35.
14. Murthy D., Lewis J.P. (2015). Social media, collaboration, and scientific organizations. American Behavioral Scientist, vol. 59, is. 1, pp. 149–171.
15. Perkmann M. et al. (2013). Academic engagement and commercialisation: A review of the literature on university – industry relations. Research Policy, no. 42, pp. 423–442
16. Porter M. (1980). Competitive strategy: Techniques for Analyzing Industries and Competitors. New York, The Free Press.
17. Redler J. (2017). Brand alliance. Building block for scientific organisations’ marketing Strategy. Marketing of Scientific and Research Organizations, no. 19 (1), pp. 59–94.
18. Roberts J.H., Kayande U., Stremersch S. (2014). From academic research to marketing practice: Exploring the marketing science value chain. International Journal of Research in Marketing, vol. 31, is. 2, june, pp. 127–140.
19. Sanders K. (2011). Political public relations and government communication. Political Public Relations. Principles and Applications. Eds. J. Stromback, S. Kiousis. New York.
20. Sergienko E.S., Kenis M.Ju. 2016 The theoretical essence of the communication policy of the enterprise. Ekonomika i Upravlenie: Problemy, Reshenija, vol. 2, no. 12, pp. 22–25 (in Russian).
21. Sojkin B. (2015). Determinant factors of the marketing activity of scientific and research institutions. Marketing Instytucji Naukowych i Badawczych, no. 1 (15), pp. 19–32.
22. Tretijak O.A. (2006). Evolution of marketing: Stages, priorities, conceptual base and dominant logic. Russian Management Journal, vol. 4, no. 2, pp. 129–144 (in Russian).
23. Tretijak O.A. (2013). Relationship paradigm in contemporary marketing. Russian Management Journal, vol. 11, no. 1, pp. 41–62 (in Russian).
Review
For citations:
Kachalov R.M., Sleptsova Yu.A. Structural Approach to the Marketing Strategy Creation for a Scientific Organization. Economics of Contemporary Russia. 2018;(3):80-93. (In Russ.)
Views:
555
Email this article 