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        <title>Marketing of Scientific and Research Organizations Feed</title>
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        <copyright>All rights reserved 2026, ŁUKASIEWICZ RESEARCH NETWORK – INSTITUTE OF AVIATION</copyright>
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            <title><![CDATA[Bridging Academic Research and Application: Competency Asymmetries as a Barrier to Technology Transfer in Poland]]></title>
            <link>https://reference-global.com/article/10.2478/minib-2025-0017</link>
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            <pubDate>Thu, 30 Jul 2026 00:00:00 GMT</pubDate>
            <description><![CDATA[PurposeThis paper analyzes competency asymmetries among academic researchers in Poland and their implications for R&amp;D commercialization and technology transfer processes.Design/methodology/approachThe study employs a mixed-methods design, combining a quantitative CAWI survey of researchers at Polish universities (N = 386) with qualitative in-depth interviews (N = 20). The analysis covers self-assessed research and transfer competencies relative to R&amp;D project experience.FindingsA persistent gap exists between research and commercialization skills, independent of discipline or career stage. Prior R&amp;D experience does not eliminate this imbalance. Qualitative data show that this asymmetry functions as a systemic bottleneck reinforced by evaluation systems that reward publications and isolate researchers from direct market learning, associated with a capability trap.Practical implicationsExpanding support infrastructure alone is ineffective without redefining academic incentive systems. Measurable implementation outcomes must be included in staff evaluation criteria, while technology transfer centers should fully absorb legal-formal procedures. Furthermore, science managers should implement fast-track procedures and dedicated career paths for applied researchers to allow them to focus on direct industry engagement.Originality/valueUnlike traditional analyses focusing on macro-institutional barriers, this study descends to the individual researcher level. It reconceptualizes competency asymmetries not as individual deficits, but as closely linked to the prevailing academic incentive structure.]]></description>
            <category>ARTICLE</category>
        </item>
        <item>
            <title><![CDATA[Electronic Word-of-Mouth, Organizational Justice, and the Distributed Formation of Reputation in Scientific and Research Organizations]]></title>
            <link>https://reference-global.com/article/10.2478/minib-2025-0016</link>
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            <pubDate>Thu, 30 Jul 2026 00:00:00 GMT</pubDate>
            <description><![CDATA[PurposeThis paper extends electronic word-of-mouth (eWOM) theory beyond consumer markets to explain how reputations are formed for scientific and research organizations operating under conditions of uncertainty and limited observability.Design/methodology/approachDrawing on reputation theory and organizational justice, the study develops a conceptual framework that positions eWOM as a distributed, audience-driven mechanism through which evaluative judgments from heterogeneous stakeholders are aggregated into shared reputational beliefs.FindingsThe framework identifies three interrelated dimensions of eWOM-based reputation—competence, social contribution, and integrity—and explains how perceptions of organizational justice shape the legitimacy and influence of eWOM signals. Rather than merely transmitting information, eWOM actively constructs reputational meaning by stabilizing fragmented evaluations across digital environments.Practical implicationsThe findings indicate that marketing scientific and research organizations requires sustained attention to how organizational actions are interpreted across online platforms. Effective reputation stewardship depends on consistency, transparency, and ethical engagement, rather than short-term image management or reliance on formal performance metrics alone.Originality/valueThis study advances eWOM theory by demonstrating its relevance in non-commercial contexts and contributes to reputation research by clarifying how audience-driven reputational beliefs emerge under uncertainty. It provides a conceptual foundation for understanding the marketing and legitimization of scientific and research organizations in contemporary digital landscapes.]]></description>
            <category>ARTICLE</category>
        </item>
        <item>
            <title><![CDATA[From Prototype to Implementation in Dual-Use Krakow Technology Park as a Facilitator and an Intermediary for Implementation]]></title>
            <link>https://reference-global.com/article/10.2478/minib-2025-0014</link>
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            <pubDate>Wed, 29 Jul 2026 00:00:00 GMT</pubDate>
            <description><![CDATA[This case study examines the implementation of dual-use technologies as an execution challenge, shaped by recurring barriers, including confidentiality and information constraints, testing and validation, regulatory compliance, controlled access to end users, and extended integration cycles. Against this backdrop, Krakow Technology Park (KPT) is described as a “platform of implementation instruments” that combines incubation, acceleration programs, DIH/EDIH services, seed-stage financing instruments, and brokerage functions and sector initiatives. Together, these elements form a pipeline that can support projects from the idea stage to piloting and scaling.The core of the case study compares two facilitation pathways. The first is KPT ScaleUp Booster, where startup–Technology Recipient collaboration is organized around a milestone-based grant disbursed in tranches and a minimum governance package, including NDAs, IP clarification, infrastructure access, and liability requirements, non-compete provisions, and implementation priority rights. The second pathway is FORT Kraków, DIANA Accelerator Poland, launched in January 2026 as a joint initiative of AGH University of Science and Technology and KPT, and presented as the Polish node in the NATO DIANA network. The findings suggest that the operator’s value stems primarily from combining pipeline, governance, and access to testing environments and end users, while also facing limitations such as lock-in risk, formal and administrative burden, and the need to clearly distinguish dual-use from arms trading.]]></description>
            <category>ARTICLE</category>
        </item>
        <item>
            <title><![CDATA[Managing National and European R&amp;D Projects in the Rail Sector: A Case Study of Research Project Management and Science-Industry Collaboration]]></title>
            <link>https://reference-global.com/article/10.2478/minib-2025-0015</link>
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            <pubDate>Wed, 29 Jul 2026 00:00:00 GMT</pubDate>
            <description><![CDATA[Research and development (R&amp;D) projects constitute a key mechanism for the development of research institutions, enabling knowledge creation, strengthening organizational capacity, and fostering collaboration with industry. The aim of this article is to identify and compare selected elements of management in national and European R&amp;D projects in the rail sector, with particular emphasis on their role in supporting technology transfer and science–industry collaboration.The study addresses the following research question: what are the main differences and similarities in the management of R&amp;D projects at the national and European levels, and how do these differences influence the development of research institutions?The article contributes to the existing literature by proposing a comparative framework of R&amp;D project management models and by identifying their complementary role in enhancing both strategic capabilities and implementation effectiveness within research institutions. The research is based on a literature review, comparative analysis of project documentation, and a case study of projects implemented by the Railway Research Institute.The results indicate that European projects strengthen internationalization, strategic competencies, and long-term innovation potential, whereas national projects support rapid implementation, technology transfer, and stronger relationships with domestic stakeholders. Despite the growing interest in R&amp;D project management, relatively little attention has been paid in the literature to comparative analyses of projects implemented at national and European levels, particularly in the rail transport sector. There is also a limited number of studies examining these projects from the perspective of research institutions and their capacity for technology transfer and collaboration with industry.The study also highlights the role of R&amp;D projects as instruments of institutional marketing and relationship building with external stakeholders. The findings indicate that effective project management contributes not only to innovation performance but also to strengthening the visibility, credibility, and collaboration potential of research institutions in both national and international environments.]]></description>
            <category>ARTICLE</category>
        </item>
        <item>
            <title><![CDATA[From Innovation to Adoption: A Narrative Scoping Review of DefenceTech Ecosystems, Startups, and Dual-Use Acceleration Mechanisms]]></title>
            <link>https://reference-global.com/article/10.2478/minib-2025-0013</link>
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            <pubDate>Wed, 06 May 2026 00:00:00 GMT</pubDate>
            <description><![CDATA[The study is based on an analysis of existing academic literature, policy documents and industry reports, allowing for a broad understanding of how defence innovation ecosystems function.The findings show that startups increasingly drive technological progress in areas such as artificial intelligence, autonomy, cyber defence, quantum technologies and space, while facing substantial barriers related to regulation, procurement timelines and access to defence institutions. Investment activity in the sector is expanding but remains constrained by long development cycles and risk profiles, which has encouraged the creation of specialised defence-focused funds. Accelerator programmes support technology adoption by offering structured pathways into defence markets, access to testing environments and closer interaction with military and governmental stakeholders.The practical implications of the study highlight the need for more adaptive funding mechanisms, improved support for dual-use innovation and stronger public–private cooperation to accelerate technology deployment. The article contributes by offering a clear and accessible synthesis of key factors shaping the DefenceTech landscape and the collaborative dynamics required for its effective growth.This article adopts a narrative scoping review approach integrating academic and institutional sources to synthesise current knowledge on DefenceTech ecosystems.]]></description>
            <category>ARTICLE</category>
        </item>
        <item>
            <title><![CDATA[From the European Framework for Science Diplomacy to Practice: A Policy Review and Implementation Roadmap for Research Organizations]]></title>
            <link>https://reference-global.com/article/10.2478/minib-2025-0012</link>
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            <pubDate>Wed, 11 Feb 2026 00:00:00 GMT</pubDate>
            <description><![CDATA[PurposeThis paper presents a policy review and implementation roadmap for research organizations (ROs) aiming to operationalize science diplomacy in line with the European Framework for Science Diplomacy (2025). It clarifies what the Framework implies at the organizational level and supports ROs in moving from ad hoc international engagement to a repeatable, governed institutional function.ApproachUsing a structured policy analysis, we synthesize the Framework’s guidance and operationalize it for research organizations by mapping recommendations to capabilities, governance arrangements, and monitoring-evaluation-learning (MEL) routines, and by deriving a staged implementation pathway.ResultsThe review indicates that institutionalization in ROs depends on a limited number of requirements: strategic mandate and positioning, coordination and risk governance, incentives and role clarity, stakeholder-facing communication, and MEL routines for learning and accountability. The paper also highlights predictable adoption frictions (capacity constraints, incentive misalignment, terminology gaps, autonomy-security trade-offs) that may limit uptake across European ROs.Practical implicationsThe roadmap provides staged actions, roles, and milestones that ROs can adapt to maturity and context, supporting coherent international collaboration, institutional positioning, and science–business partnerships while aligning with European priorities.Originality/valueThe paper contributes an RO-level implementation architecture and staged roadmap that translates EU-level policy guidance into design choices, enabling benchmarking and cross-organizational learning.]]></description>
            <category>ARTICLE</category>
        </item>
        <item>
            <title><![CDATA[Technology Infrastructures as Enablers of Absorptive Capacity: Evidence from of SMEs in the EU and Poland]]></title>
            <link>https://reference-global.com/article/10.2478/minib-2025-0011</link>
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            <pubDate>Fri, 23 Jan 2026 00:00:00 GMT</pubDate>
            <description><![CDATA[This study explores the role of technology infrastructures as enablers of absorptive capacity of small and medium sized enterprises within the European Union and Poland. The study investigates the key drivers motivating firms to use technology infrastructures, the barriers they encounter, and the measures that can help overcome these obstacles — considered through the lens of the key components of absorptive capacity: acquisition, assimilation, transformation, and exploitation.The study takes advantage of literature review, results of the survey and interviews conducted with users of technology infrastructures.Analysis points out that drivers and barriers were very similar for Polish firms and those from other European countries, but several diffrences have also been observed. Polish enterprises identified opportunities to use technology infrastructures mainly in more advanced phases of research and innovation projects. They face barriers in accessing information about technology infrastructures, funding cooperation with its operators, and the confidentiality of research results.The article seeks to apply the concept of technology infrastructures to the Polish context and to promote its awareness among organizations that operate technology infrastructures, as well as those responsible for innovation policy development at national and regional levels. The study links the main drivers and barriers associated with the use of technology infrastructures to examples of instruments that could address these barriers, aiming to improve their utilization and enhance firms’ absorptive capacity.]]></description>
            <category>ARTICLE</category>
        </item>
        <item>
            <title><![CDATA[Spin-Off VS. Spin-Out: A Dual-Category Approach and Minimal Descriptors for Comparable Research and Policy]]></title>
            <link>https://reference-global.com/article/10.2478/minib-2025-0010</link>
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            <pubDate>Mon, 29 Dec 2025 00:00:00 GMT</pubDate>
            <description><![CDATA[ObjectiveThis article clarifies how the terms university “spin-off” and “spin-out” are used across scholarship, institutional reporting, and policy, and proposes operational definitions to distinguish the two notions that enhance measurement comparability while accommodating contextual diversity.MethodologyWe conduct a narrative review with emphasis on post-2020 work, synthesize institutional standards (OECD/Eurostat, European Commission, AUTM), and run an exploratory co-occurrence mapping of Scopus-indexed publications (2015–2025) using VOSviewer with a harmonizing thesaurus.FindingsTwo complementary lenses – IP-centric and knowledge-/founder-linked – structure the conceptual landscape, while institutional regimes create distinct “measurement windows.” Bibliometric analysis reveals five clusters (technology transfer, ecosystems, finance/policy, definitional core, HEI entrepreneurship). Overlay results show growing emphasis on ecosystems and finance. We propose operational definitions of academic spin-off and spin-out, supported by a minimal descriptor set for comparability.Practical implicationsDual reporting using standardized descriptors enables universities, TTOs, and policymakers to better capture both IP-intensive and software/data-driven pathways, including those common in CEE systems with indirect commercialization routes.Originality/valueThe framework aligns scholarly lenses with the EU’s shift from “intellectual property” to “intellectual assets,” offering operationally useful definitions that support cross-study and cross-country comparability.Research limitations/implications: Results reflect Scopus coverage and keyword indexing. Further work should integrate transaction-level data and mixed-method evidence from founders and TTOs.]]></description>
            <category>ARTICLE</category>
        </item>
        <item>
            <title><![CDATA[Artificial Intelligence and Consumer Rights: Legal Responsibility for Algorithmic Decisions in the Polish and Eu Regulatory Context]]></title>
            <link>https://reference-global.com/article/10.2478/minib-2025-0006</link>
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            <pubDate>Mon, 29 Dec 2025 00:00:00 GMT</pubDate>
            <description><![CDATA[This article examines whether Polish and European Union legal frameworks, supported by institutional oversight, provide consumers with sufficient protection against the adverse consequences of decisions made by artificial intelligence (AI) systems, and whether legal gaps persist in this area. The study aims to identify and assess these gaps and to formulate recommendations for strengthening consumer safeguards in the age of algorithmic decision-making. A qualitative descriptive analysis was applied to selected Polish and international legal acts and scholarly literature, including the Act on Competition and Consumer Protection of 16 February 2007 and Regulation (EU) 2024/1689 of the European Parliament and of the Council (the AI Act), along with expert opinions from Polish legal scholars. The findings indicate that while existing Polish and EU provisions, reinforced by institutional supervision, afford consumers a degree of protection, this coverage does not extend to all potential risks associated with AI use in consumer markets. Significant legal gaps remain, and the development of new laws that keep pace with the rapid evolution of AI poses a substantial legislative challenge. As a result, fully eliminating these gaps in the near future may prove difficult, if not impossible.]]></description>
            <category>ARTICLE</category>
        </item>
        <item>
            <title><![CDATA[Automating the Systematic Literature Review Process in Management Science Using Artificial Intelligence]]></title>
            <link>https://reference-global.com/article/10.2478/minib-2025-0007</link>
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            <pubDate>Mon, 29 Dec 2025 00:00:00 GMT</pubDate>
            <description><![CDATA[Systematic literature reviews (SLR) are essential for synthesizing research across disciplines, yet their manual execution is time-consuming and increasingly challenging due to the rapid proliferation of academic publications. This study examines the role of artificial intelligence (AI) in the SLR process within management sciences. Drawing on established SLR methodologies, particularly from health sciences where automation is widely applied, this research identifies AI’s role in contributing to key review stages, including literature identification, selection, data extraction, synthesis, and reporting. This study itself applied a systematic literature review methodology, querying Scopus and Web of Science, complemented by AI-based tools (Elicit and SciSpace) to extend coverage. Backward and forward citation searches were also conducted, resulting in a final sample of 93 publications. The findings from this sample suggest that AI enables researchers to shift roles from literature examiners to managers of the review process, overseeing AI tools executing repetitive and time-consuming tasks. However, despite the benefits of using AI in generating SLRs, its application in management research presents challenges, particularly in handling context-dependent and interpretative analyses. The study highlights both the transformative potential and the critical need for human oversight in AI-assisted reviews. Limitations include the reliance on existing automation techniques developed for health sciences and the exclusion of certain literature sources. Future research should explore AI’s effectiveness in managing SLRs, ethical considerations, and hybrid human–AI collaboration models. AI’s growing role in academic research entails the need to balance automation with scholarly rigor and methodological integrity.]]></description>
            <category>ARTICLE</category>
        </item>
        <item>
            <title><![CDATA[Between Expectation and Market Success: Hype as A Consumer Decision-Making Mediator in the Computer Game Industry]]></title>
            <link>https://reference-global.com/article/10.2478/minib-2025-0008</link>
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            <pubDate>Mon, 29 Dec 2025 00:00:00 GMT</pubDate>
            <description><![CDATA[The phenomenon of hype is a central element of the contemporary computer game market, yet its role as an independent factor mediating consumer decision-making remains under-researched. This article aims to identify the importance of hype in consumers’ purchasing decisions and to assess whether hype can be regarded as a commercialization tool in the computer game industry. The study is based on an integrative literature review and a multiple case study of four AAA titles: Red Dead Redemption II, Cyberpunk 2077, Grand Theft Auto VI and The Witcher 4. Gartner’s Hype Cycle is adapted to the computer game market and combined with marketing indicators (e.g., trailer views, social media engagement, pre-orders, sales dynamics, user and critic ratings) to propose an operationalization of hype across pre-release and post-release phases. The analysis shows that hype is not a spontaneous phenomenon but the outcome of deliberate and capital-intensive promotional strategies that can significantly shape consumer expectations, emotions and fear of missing out, and thereby influence purchasing decisions. At the same time, mismanaged hype may lead to disappointment, reputational damage and regulatory scrutiny, as illustrated by the case of Cyberpunk 2077. The article concludes that hype functions as a powerful, albeit risky, commercialization tool.]]></description>
            <category>ARTICLE</category>
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        <item>
            <title><![CDATA[It’s Not the AI, It’s Us: Individual Concerns and the Challenge of AI Adoption in Organizations]]></title>
            <link>https://reference-global.com/article/10.2478/minib-2025-0009</link>
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            <pubDate>Mon, 29 Dec 2025 00:00:00 GMT</pubDate>
            <description><![CDATA[Worries and concerns are long recognized as barriers to technology adoption in organizations (Bedué &amp; Fritzsche, 2022; Mariani et al., 2022). Artificial intelligence (AI) exemplifies this tension: While it promises significant benefits (Wilson &amp; Daugherty, 2018), individuals and organizations also fear its potential harms, from job loss (Kelly, 2023) to biased or opaque decision making (Rainie et al., 2021). Such concerns can shape both individual behavior (Shell &amp; Buell, 2022) and organizational adoption strategies, particularly for generative AI (e.g., ChatGPT) (IBM Institute for Business Value, 2024). This study analyzes survey data from over 10,000 U.S. adults (Pew Research Center, 2021) to investigate whether worries about AI and related technologies are expressed uniformly or cluster into distinct attitudinal patterns. Using cluster analysis and ANOVA, we identify three groups with differing levels of concern and show that these groups vary systematically across specific technologies, following a consistent directional order.Our findings contribute to research on technology acceptance by highlighting attitudinal heterogeneity and by linking individual-level dispositions to organizational challenges in AI adoption. They also provide practical insights for managers seeking to address concerns that may otherwise slow the integration of AI into organizational practice.]]></description>
            <category>ARTICLE</category>
        </item>
        <item>
            <title><![CDATA[Selected Aspects of Collaboration Among Polish Enterprises in Terms of Innovation Activity]]></title>
            <link>https://reference-global.com/article/10.2478/minib-2025-0002</link>
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            <pubDate>Fri, 28 Mar 2025 00:00:00 GMT</pubDate>
            <description><![CDATA[This study examines the prevalence and dynamics of innovation-related collaboration among Polish industrial and service enterprises. Despite the well-documented benefits of collaboration in fostering innovation, empirical data indicate that such collaboration remains relatively uncommon and inconsistent across different Polish business sectors. Using a combination of critical literature analysis, statistical evaluation, and comparative methods, this study identifies key trends in enterprise innovation activity and assesses the role of managerial decision-making in shaping cooperative initiatives. The findings suggest that innovation-related collaboration is often incidental rather than strategically managed, with a significant gap between theoretical models of innovation management and their practical implementation. Large enterprises are more likely to engage in cooperative innovation, whereas small and medium-sized enterprises demonstrate lower participation rates. Furthermore, collaboration primarily occurs with domestic partners, with limited engagement in international networks. The study underscores the need for a more structured approach to innovation management, including enhanced knowledge integration, increased managerial awareness of cooperation benefits, and the development of policies that incentivize strategic partnerships. Addressing these challenges could improve Poland’s innovation ecosystem, aligning it more closely with international best practices.]]></description>
            <category>ARTICLE</category>
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        <item>
            <title><![CDATA[Stevens’ measurement scales in marketing research – A continuation of discussion on whether researchers can ignore the Likert scale’s limitations as an ordinal scale]]></title>
            <link>https://reference-global.com/article/10.2478/minib-2025-0003</link>
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            <pubDate>Fri, 28 Mar 2025 00:00:00 GMT</pubDate>
            <description><![CDATA[This article discusses the use of Stevens’ measurement scales in marketing research, contributing to a broader discussion, underway for over 70 years, as to whether researchers can ignore the Likert scale’s limitations as an ordinal scale. The central question explored is whether the use of various statistical methods and techniques in marketing research has gone too far, limiting researchers’ horizon of thought, leading erroneous conclusions to be drawn, and diverting attention from trying to explain the non-quantitative attitudes of consumers (who are people, not machines or AIs). Stevens’ measurement scales are still widely used in data analysis across social sciences, including marketing research. Although they were revolutionary, they had certain flaws which have fueled an ongoing debate about the acceptability or permissibility of using different tests and statistical techniques at different scales and levels of measurement. The Likert scale, one of the scales most frequently used to measure customer attitudes, was intended to overcome the limitations of simple scales, having the advantage of being multi-item. However, historically, two competing views have evolved independently of each other, in the related literature and in the practice of empirical research: one emphasizing the ordinal nature of Likert scales, the other interpreting them as having interval-scale properties. This debate has significant consequences for the permissible scope of statistical analysis of empirical data. The problem discussed here is likely to become even more complex with the development of artificial intelligence (AI), machine learning, data science and big data, as data scientists perform computational analysis but are not often involved in data collection or deciding about how data is represented.]]></description>
            <category>ARTICLE</category>
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        <item>
            <title><![CDATA[Marketing of higher education institutions: Research themes and their shifting relevance over time]]></title>
            <link>https://reference-global.com/article/10.2478/minib-2025-0005</link>
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            <pubDate>Fri, 28 Mar 2025 00:00:00 GMT</pubDate>
            <description><![CDATA[Marketing plays a key role in the operation of contemporary universities, especially in the context of the increasing commercialisation of education. Like business, universities need to present themselves favourably to students, but also to employers and the broader public. Higher education marketing is a specialized branch of service marketing, which has evolved with increasing competition and the commercialisation of education. The unique nature of marketing in higher education stems from its dual purpose: attracting students while upholding the university’s broader mission of education, research, and human capital development. Marketing strategies must be coherent with the institution’s values and cater to multiple audiences. As such, the themes of ongoing research in higher education marketing can be expected to reflect these challenges and transformations.This study aims to analyse the evolution of research topics in this field over the period 1999–2024, highlighting key themes, influential authors, and significant publication venues. To achieve this, the study employs bibliometric analysis, using both performance analysis and science mapping (bibliometric mapping) to examine how research areas, disciplines, and key contributions are interconnected. A Web of Science search was conducted based on identified keywords, resulting in a dataset of 494 publications. Using author-assigned keywords, the study identifies major research directions and their shifts over time.]]></description>
            <category>ARTICLE</category>
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            <title><![CDATA[Consumer Engagement on Facebook: The Role of Comments in Travel Agency Brand Interactions in Poland]]></title>
            <link>https://reference-global.com/article/10.2478/minib-2025-0004</link>
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            <pubDate>Fri, 28 Mar 2025 00:00:00 GMT</pubDate>
            <description><![CDATA[This article explores the role of Facebook posts as a tool for building consumer engagement with the travel agency community. A quantitative content analysis of the posts of Poland’s largest travel agencies reveals that while promotional posts received the most likes, interactive posts generated greater engagement in the form of more comments. Smaller agencies in some cases outperformed larger competitors in terms of comment frequency, highlighting the importance of content strategy. Analysis of the sentiment expressed in the comments showed the prevalence of mostly positive or neutral comments, with companies effectively managing negative comments. The findings suggest that interactive posts foster deeper consumer engagement, highlighting the need for travel agencies to diversify their content strategy and actively engage their audiences. The study recommends that travel agencies strive to optimize social media engagement by balancing promotional posts with interactive posts that encourage discussion, such as questions, surveys and other posts not related to advertising the products on offer. Moreover, analyzing sentiment in such comments can help refine a brand’s communication strategy, improving consumer relationships and brand perception.]]></description>
            <category>ARTICLE</category>
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            <title><![CDATA[Where is the social impact? Key barriers to knowledge valorisation]]></title>
            <link>https://reference-global.com/article/10.2478/minib-2025-0001</link>
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            <pubDate>Fri, 28 Mar 2025 00:00:00 GMT</pubDate>
            <description><![CDATA[Knowledge valorisation, the process of transforming research outputs into societal, economic, and environmental value, remains a significant challenge for many research institutions, particularly in achieving measurable social impact. While knowledge commercialisation has gained prominence, the broader valorisation process is hindered by barriers that are often poorly understood. This study explores these barriers through partially standardized, in-depth interviews conducted in 2023 with representatives from 13 research units across five countries. Key findings reveal that researchers face constraints such as insufficient time, lack of awareness, and limited engagement, compounded by inadequate financial support for valorisation projects. A novel barrier identified is the absence of robust metrics to assess social impact – a critical gap not observed in knowledge commercialisation. These insights provide actionable recommendations for researchers, managers, and university leaders to enhance the knowledge valorisation process and its societal contributions. The study underscores the need for systemic changes to address these challenges and foster impactful collaborations between academia and broader society.]]></description>
            <category>ARTICLE</category>
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        <item>
            <title><![CDATA[The Use of Video Marketing in the Communication Strategy of Business Universities]]></title>
            <link>https://reference-global.com/article/10.2478/minib-2024-0021</link>
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            <pubDate>Mon, 30 Dec 2024 00:00:00 GMT</pubDate>
            <description><![CDATA[This study explores the role of video marketing in the communication strategies of Polish business universities as they navigate the competitive higher education market. The research examines the practices of five leading Polish business schools, benchmarking them against London Business School (LBS), a prominent European institution. Using qualitative methods, including literature reviews, case studies, and comparative analysis, the study identifies key elements of effective video marketing, such as campus presentations, interviews, event recordings, and promotional content. The findings may be useful for universities aiming to improve their operating strategies. The article also includes practical recommendations for measures to improve the effectiveness of marketing communication efforts within educational institutions.]]></description>
            <category>ARTICLE</category>
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        <item>
            <title><![CDATA[Factors Determining Promotional and Image-Building Activities of Vocational Schools]]></title>
            <link>https://reference-global.com/article/10.2478/minib-2024-0024</link>
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            <pubDate>Mon, 30 Dec 2024 00:00:00 GMT</pubDate>
            <description><![CDATA[This study investigates the factors influencing the promotion and image-building activities of vocational schools in Poland, with a focus on the Podlaskie Voivodeship (one of Poland’s fifteen regions). Using structural analysis and the MICMAC methodology, the research identifies key variables shaping vocational education promotion, including external factors like competition in the education market, generational attitudes of students, and regional economic development, as well as internal factors such as schools’ initiative-taking capacity, awareness of promotional needs, and relationships with employers. Expert stakeholder evaluations are analyzed using a structured methodology, ensuring that identified factors and relationships reflect insights from professionals and stakeholders in the vocational education sector. Significant interdependencies were found among factors, emphasizing the pivotal role of relationships with employers and the adaptive use of social media as a goal-oriented tool for communication. Findings underscore that effective promotion of vocational education requires a strategic approach integrating internal strengths with external collaborations to address stakeholder needs, improve societal perception, and enhance competitiveness. Key recommendations include fostering relational capital, involving employers in defining school missions, and aligning promotional strategies with dynamic labor market demands and technological advancements.]]></description>
            <category>ARTICLE</category>
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            <title><![CDATA[Satisfaction of Consumers Using Innovative Aesthetic Medicine Services in Poland]]></title>
            <link>https://reference-global.com/article/10.2478/minib-2024-0023</link>
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            <pubDate>Mon, 30 Dec 2024 00:00:00 GMT</pubDate>
            <description><![CDATA[Aesthetic medicine is a rapidly evolving field integrating knowledge from various medical specialties to enhance physical appearance, boost self-esteem, and improve quality of life. This study investigates patient satisfaction with innovative aesthetic medicine services in Poland, focusing on determinants influencing the selection and effectiveness of treatments. Utilizing data from 745 patients across large clinics and in-depth interviews with 20 physicians, the research evaluates popular procedures, post-treatment outcomes, and consumer loyalty using the Net Promoter Score (NPS) technique. Results indicate high satisfaction levels, with botulinum toxin type A and hyaluronic acid injections being the most favored treatments. Patients highlighted factors such as professionalism, technological innovation, and clinic environment as critical to their positive experiences. The findings underscore the importance of aligning service offerings with consumer expectations and leveraging advanced technologies to drive growth in the aesthetic medicine sector. Future research aims to expand the analysis to international markets, further exploring satisfaction determinants across diverse cultural and economic contexts.]]></description>
            <category>ARTICLE</category>
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