Modele marketingowe instytucji badawczych i naukowych
Marketing models for scientific and research institutes

Summary/Abstract: The changes that have been taking place on the global market and the emphasis on the commercialization of research results facilitate competitive growth and in a way force organizations, including R&D institutions, to introduce a more market oriented management strategy. Public research organizations are a unique type of enterprises. They offer the results of their research on commercial terms; therefore they require original marketing models that would be tailored to their specific character. The paper’s objective is the analysis of methodology and directions of marketing modeling followed by selected practical examples of the application of such models. The investigations were conducted in accordance to the following three attributes: the type and the character of research results, and the commercialization mechanism indicated. The methods of literature review and deductive approach were used. As a result, five hybrid marketing-business models were proposed, i.e. the innovation model, the niche model, the supply model, the complex model, and the market model, which all aim at supporting the innovation diffusion process.

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