Zaufanie w sieciach B+R ‒ perspektywa neuromarketingu
Trust in R&D Networks ‒ Neuromarketing Perspective

Summary/Abstract: Marketing activities carried out in the subjects of the science sector, allow for effective identification of needs and expectations as well as functional implementation of results in the R&D networks of universities. In an effort to strengthen and support marketing efforts, researchers seek innovative solutions that can impact on networked (R&D) cooperation based on trust. The level of trust is influenced by many factors. The use of methodological models to describe a variety of defined trust allows for better objectivity. Given the increasing interdisciplinarity of science, it is legitimate to consider the prospect of neuromarketing in the direction of trust in R&D networks. The paper focuses on trust, R&D networks, universities marketing activities and the neuromarketing perspective that supports trust-based R&D cooperation of universities.

• Details
• Contents