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Marketing relacji w pracy brokera innowacji (Relationship Marketing in the Work of an Innovation Broker)

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  • Jakub Szczepkowski

    (Wydzial Nauk Ekonomicznych i Zarzadzania, Uniwersytet Mikolaja Kopernika w Toruniu)

Abstract

An innovation broker plays an essential role in the commercialization process of scientific research with the participation of business representatives. He is the link between the two worlds – science and business. The main task of innovation brokers is to build relationships with scientists, as well as with the socio-economic environment. Long-term relationships based on loyalty and trust are the essence of relationship marketing. So, is it possible to use elements of relationship marketing in the daily work of an innovation broker? This article aims to try to identify how innovation brokers at Polish universities covered by the “The Excellence Initiative – Research University” program establish and build relationships with representatives of the world of science and business and to determine the impact of the coronavirus pandemic on these relations during and after it. Exploratory qualitative research was carried out using an open questions online questionnaire. The conducted research shows that the relationship marketing strategy applies in the work of an innovation broker.

Suggested Citation

  • Jakub Szczepkowski, 2022. "Marketing relacji w pracy brokera innowacji (Relationship Marketing in the Work of an Innovation Broker)," Research Reports, University of Warsaw, Faculty of Management, vol. 2(37), pages 48-56.
    • Handle: RePEc:sgm:resrep:v:2:i:37:y:2022:p:48-56
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    References listed on IDEAS

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    More about this item

    Keywords

    broker; commercialization; relationship marketing; research university;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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