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
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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.)
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