Agile marketing at R&amp;D organizations

Beata Poteralska; Marzena Walasik; Piotr Maśloch; Barbara Grześ; Agnieszka Thier

doi:10.1201/9781003440406-11

War Studies Academy

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Chapter

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Title

Agile marketing at R&D organizations

Authors

Beata Poteralska
Marzena Walasik
Piotr Maśloch (WZiD) ^{[ 1 ][ 6.6 ][ P ]}
Barbara Grześ
Agnieszka Thier

^{[ 1 ]} Wydział Zarządzania i Dowodzenia, Akademia Sztuki Wojennej | ^{[ P ]} employee

Scientific discipline (Law 2.0)

[6.6] Management and quality studies

Year of publication

2024

Chapter type

chapter in monograph

Publication language

english

Abstract

EN Agility is necessary in different areas of functioning of organisations. It is also of growing importance in marketing, where agility is the foundation that allows organisations to respond and adapt quickly to the changing market conditions, customer expectations, and dynamic trends. This is also important for research organisations, as market changes and the focus on commercialisation of research results force them to improve their competitiveness and adopt a business-like way of managing and marketing their activity. Therefore, the purpose of the article is to recognise the benefits of introducing agile marketing in R&D organisations that want to maintain their competitive advantage and actively market their innovations.

Date of online publication

22.08.2024

Pages (from - to)

101 - 107

DOI

10.1201/9781003440406-11

URL

https://www.taylorfrancis.com/chapters/oa-edit/10.1201/9781003440406-11/chapter-11-agile-marketing-organizations-beata-poteralska-marzena-walasik-piotr-ma%C5%9Bloch-barbara-grze%C5%9B-agnieszka-thier

Book

Digital Synergy. Innovative Approaches of Management in ICT Era

License type

CC BY-NC-ND (attribution - noncommercial - no derivatives)