Zeszyty Naukowe Uniwersytetu Szczecińskiego. Problemy Zarządzania, Finansów i Marketingu
Currently: Marketing i Zarządzanie
Zarządzanie produktywnością naukową w kontekście budowania marki uczelni wyższej
(Management of Scientific Productivity in the Context of University Brand Building)
DOI: 10.18276/pzfm.2015.41/1-33
Cite
The full text is available
| ISSN: | 1509-0507 |
| eISSN: | 2353-2874 |
| Authors: |
Maciej
Mitręga
Uniwersytet Ekonomiczny w Katowicach Olgierd Witczak Uniwersytet Ekonomiczny w Katowicach |
| Keywords: | higher education institute brand human resources management : scientific productivity |
| Issue / book publication date: | 2015 |
| Page range: | 10 (415-424) |
| OAI-PMH: | Metadata |
 
| |
Abstract
This paper aims at identifying the meaning and business importance of scientific productivity management at universities. The paper presents case study of two universities with regard to instruments leveraging scientific productivity. Comparison of two systems developed at two universities (one in Poland, one in India) suggests that techniques utilized at Polish universities are rather old fashioned and they do not motivate scholars for intensive research efforts. It is therefore reasonable to implement modifications in HRM systems that allow Polish universities to improve their scientific outputs and increase brand recognisability, which, in turn, will help in better competing on international education market.
Preview PDF
Bibliography (13)
- About Academic Ranking of World Universities, www.shanghairanking.com/aboutarwu.html.
- Bunzel D.L., Universities sell their brands, „Journal of Product & Brand Management” 2007, Vol. 16, Iss. 2.
- Chapleo Ch., What defines „successful” university brands?, „International Journal of Public Sector Management” 2010, Vol. 23, Iss. 2.
- Gray B.J., Fam K.S., Llanes V.A., Branding universities in Asian markets, „Journal of Product & Brand Management” 2003, Vol. 12, Iss. 2.
- Instytucje szkolnictwa wyższego, https://polon.nauka.gov.pl/opi/aa/rejestry/szkolnictwo?execution=e2s1.
- Jevons C., Universities: a prime example of branding going wrong, „Journal of Product & Brand Management” 2006, Vol. 15, Iss. 7.
- Leveraging the success of young Visegrad scholars in business discipline, red. M. Mitręga, CeDeWu, Warszawa 2014, www.ue.katowice.pl/jednostki/ wydawnictwo/darmowy-e-book.html.
- Pinar M., Trapp P., Girard T., Boyt T. E., University brand equity: an empirical investigation of its dimensions, „International Journal of Educational Management” 2014, Vol. 28, Iss. 6.
- Szkolnictwo wyższe w Polsce, MNiSW, 2013, https://www.nauka.gov.pl/g2/oryginal/ 2013_07/0695136d37bd577c8ab03acc5c59a1f6.pdf.
- Vademecum produktywności, red. S. Lisa, Wyd. Placet, Warszawa 1999.
- Whisman R., Internal branding: a university's most valuable intangible asset, „Journal of Product & Brand Management” 2009, Vol. 18, Iss. 5.
- Witczak O., Nowe media w budowaniu marki i wizerunku przedsiębiorstwa, w: Komunikacja marketingowa. Współczesne wyzwania i kierunki rozwoju, red. A. Bajdak, „Studia Ekonomiczne” 2013, nr 140.
- Wolszczak-Derlacz J., Parteka A., Produktywność naukowa wyższych szkół publicznych w Polsce. Bibliometryczna analiza porównawcza, Ernst&Young, 2011, http://webapp01.ey.com.pl/EYP/WEB/eycom_download.nsf/resources/Produktywnosc_naukowa.pdf/$FILE/Produktywno