Volume 29, Issue 1 (1-2017)                   ERSS 2017, 29(1): 1-9 | Back to browse issues page

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Možuchová P I L, Rostášová M. Selected aspects of the application of science-to-business marketing at the University of Žilina. ERSS. 2017; 29 (1) :1-9
URL: http://europeansp.org/article-4-57-en.html
University of Žilina, Faculty of Operation and Economics of Transport and Communications, Univerzitná 1, 010 26 Žilina, Slovakia
Abstract:   (102 Views)
The aim of S2B marketing is to support the successful commercialisation of the research abilities and results of university research activity. This paper examines selected aspects of the application of S2B marketing and proposes an implementation of specific marketing activities to achieve a more effective transfer of research results of the University of Žilina. The paper analyzes the application of different aspects of S2B marketing and the related S2B marketing mix and presents results of the primary and secondary research. The primary research was performed based on non-structured interviews with experts from the university science park of the University of Žilina. Based on the analyses and research results, the optimal functioning algorithm of S2B marketing for the University of Žilina is created.
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Received: 2019/08/7 | Accepted: 2019/08/7 | Published: 2019/08/7

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