ISSN: 2450-775X
eISSN: 2353-2874
OAI
DOI: 10.18276/miz.2017.49-09
Issue archive /
nr 3 (49) 2017
Zaufanie w sieciach B+R ‒ perspektywa neuromarketingu
(Trust in R&D Networks ‒ Neuromarketing Perspective)
| Authors: |
Katarzyna Róża
Baran
Politechnika Lubelska, Wydział Elektrotechniki i Informatyki Marek Jakubowski Politechnika Lubelska, Wydział Zarządzania |
| Keywords: | trust R&D networks neuromarketing |
| Whole issue publication date: | 2017 |
| Page range: | 15 (97-111) |
| Klasyfikacja JEL: | L00 M00 O30 |
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.
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