teoria i praktyka zarządzanie

Zarządzanie. T eoria i Pr aktyka # 10 (2) / 2014

In this issue:

A. H. Jasinski, A public science product needs proper marketing:

Polish experiences and challenges A. Sosnowska,

Strategic IQ in the light of corporate social responsibility

R. Wolniak, The concept of CSR and the power distance

PUBLIKACJA JU BILEUSZOW

A. 20-L ECIE W

YŻSZEJ SZ

ŁYKO

MEN

ŻER ED J W SKIE ARS W ZAW / A IE IVE NN RY RSA

PUBL

ICAT

ION

. 20 YEARS

OF WARSAW MANAGEMENT UNIVERSITY /

LAT / YEARS

Czasopismo indeksowane na liście czasopism punktowanych MNiSW (5 pkt.) / Journal indexed in Ministry of Science and Higher Education Index (5 pts.)

Wydawca / Publisher: Wyższa Szkoła Menedżerska w Warszawie / Warsaw Management University

# 10 (2) ROK / YEAR 2014

zarządzanie

teoria i praktyka

W numerze między innymi:

A. H. Jasinski, Wyniki badań naukowych prowadzonych na publicznych uczelniach

wymagają odpowiedniego marketingu: polskie

doświadczenia i wyzwania A. Sosnowska, Inteligencja

strategiczna a dążenie do społecznej odpowiedzialności firmy

R. Wolniak, Koncepcja CSR

a wskaźnik dystansu wobec władzy

# 10 (2) ROK / YEAR 2014

zarządzanie

teoria i praktyka

Rada Naukowa / Editorial Board:

Przewodniczący / Chairman:

prof. dr hab. Stanisław Sudoł Dr h.c. (Polska / Poland) Członkowie / Members:

prof. PhDr. Viera Bacova, DrSc. (Słowacja / Slovakia), prof. dr hab.

Ewgenii Bobosow (Białoruś / Belarus), prof. dr hab. Paweł Czarnec- ki (Polska / Poland), prof. dr hab. Marian Daniluk (Polska / Poland), prof. Stanisław Dawidziuk dr h.c. (Polska / Poland), prof. ThDr.

Josef Dolista, CSc. (Czechy / Czech Republic), prof. dr hab. Alexander Belochlavek, dr h.c. (Czechy / Czech Republic), prof. PhDr. Rudolf Dupkala, CSc. (Słowacja / Slovakia), prof. dr hab. Marek Garbicz (Pol- ska / Poland), prof. dr. Otar Gerzmava (Gruzja / Georgia), PhDr. Mar- ta Gluchman, PhD. (Słowacja / Slovakia), prof. Ing. Dr. Renáta Hótová (Czechy / Czech Republic), prof. dr hab. Lech Jaczynowski (Polska / Poland), prof. dr Eberhard Kalwait (Niemcy / Germany), doc. PhDr.

Nadežda Krajčova, PhD. (Słowacja / Slovakia), prof. MUDr. Vladi- mir Krčmery, PhD, DrSc. dr h.c. Mult. (Słowacja / Slovakia), prof. dr hab. Stanisław Lis (Polska / Poland), prof. dr hab. Stanisław Marciniak (Polska / Poland), prof. Liviu Marian (Rumunia / Romania), prof. dr hab. John McGraw (Kanada / Canada), prof. PhDr. František Mihina, CSc. (Słowacja / Slovakia), prof. dr hab. Nella Nyczkało (Ukraina / Ukraine), prof. dr hab. Alicja Sajkiewicz (Polska / Poland), prof. dr hab. dr h.c. Hans Joachim Schneider (Niemcy / Germany), dr h.c.

prof. Daniel J. West Jr. PhD. FACHE, FACMPE (USA), prof. dr hab.

Minoru Yokoyama (Japonia / Japan) Wydawca / Publisher:

Wyższa Szkoła Menedżerska w Warszawie / Warsaw Management University

Adres Redakcji i Wydawcy / Address of the Publisher and Editorial Office:

Wyższa Szkoła Menedżerska w Warszawie ul. Kawęczyńska 36, 03-772 Warszawa, wsm.warszawa.pl, tel. 22 59 00 868 , e-mail: wydawnictwo@mac.edu.pl / Warsaw Management University 36 Kawęczyńska St., 03-772 Warsaw, Poland, phone: +48 22 59 00 868 ,

e-mail: wydawnictwo@mac.edu.pl

Wersja pierwotna (referencyjna) czasopisma to wersja drukowana. / The original (reference) version of the journal is printed.

Za publikację w „Zarządzaniu. Teorii i Praktyce” (zgodnie z Wykazem czasopism naukowych MNiSW, część B, pozycja nr 2492), Autorzy wpisują do dorobku naukowego 5 pkt. / Authors of “Zarządzanie. Teoria i Praktycka” receive 5 points (according Polish Ministry of Science and Higher Education)

„Zarządzanie. Teoria i Praktyka” – półrocznik z zakresu nauk ekonimicznych, zawiera artykuły odzwierciedlające procesy ekonomiczne zachodzące w Polsce, w Europie i na świecie / “Zarządzanie. Teoria i Praktyka” – half- -yearly scientific magazine publishing articles on economic processes in Poland, Europe and the whole world Redaktor Naczelny / Editor-in-Chief:

prof. dr hab. Lidia Białoń

Zastępca Redaktora Naczelnego / Vice-Editor-in-Chief:

dr inż. Alfreda Kamińska

Sekretarze Redakcji / Managing Editors:

doc. dr Waldemar Stelmach

Redaktorzy tematyczni / Section Editors:

prof. dr hab. Krzysztof Wituszyński prof. dr hab. Jadwiga Marek prof. dr hab. Zbigniew Staniek

Redaktor statystyczny / Statistical Editor:

dr hab. Ewa Frątczak

Redaktorzy językowi / Language Editors:

język polski / Polish: Dorota Bruszewska, język angielski / English: Eric Banks (native speaker), Marta Dawidziuk, język rosyjski / Russian: Jadwiga Piłat, język słowacki / Slovak language: Andrea Gieciová-Èusová (native speaker) Redaktor techniczny / Technical Editor: Wiesław Marszał Opracowanie okładki / Cover designe by:

Elżbieta Kąkol Skład i łamanie / DTP:

Wydawnictwo WSM, Andrzej Goworski.

Grafiki oraz zdjęcia zgodne z / All images in accordance with:

Wszystkie nadsyłane artykuły naukowe są recenzowane. Procedura re- cenzowania artykułów, zapora ghostwriting oraz zasady przygotowywa- nia tekstów i instrukcje dla autorów znajdują się na stronie internetowej czasopisma www.wsm.warszawa.pl w zakładce Wydawnictwo / All arti- cles are peer reviewed. The procedure for reviewing articles, and the Guide for Authors can be found on the website of the journal (www.kaweczynska.

pl/wydawnictwo/czasopisma)

Korekta artykułów zamieszczanych w czasopiśmie wykonywana jest przez Autorów periodyku / Proofreading by authors.

Drukowane w Polsce / Printed in Poland — Nakład / Circulation: 500

© Copyright by Wyższa Szkoła Menedżerska w Warszawie (Warsaw Management University)

Żaden fragment tej publikacji nie może być reprodukowany, umi- eszczany w systemach przechowywania informacji lub przekazywany w jakiejkolwiek formie − elektronicznej, mechanicznej, fotokopii czy innych reprodukcji – bez zgodny posiadacza praw autorskich. / All rights reserved by Warsaw Management University. No part of this pub- lication may be reproduced, stored in a retrieval system, transmitted in any form or by any means, electronic, mechanical, photocopying, record-

ing or otherwise, without the prior written permission of the publisher.

Lidia Białoń

Od Redakcji / Editorial 3

Andrzej H.

Jasinski

A public science product needs proper marketing: Polish experiences and challenges / Wyniki badań naukowych prowadzonych na publicznych uczelniach wymagają odpowiedniego marketingu: polskie doświadczenia i wyzwania

5

Włodzimierz Chojnacki

Threats and risks connected with transition from work to unemployment / Zagrożenia i ryzyko związane zprzejściem

na bezrobocie 13

Ewa Sufin-

-Jacquemart

Circular Economy – Utopia or Necessity? / Ekonomia

cyrkularna – utopia czy konieczność ? 21

Alicja Sosnowska

Inteligencja strategiczna a dążenie do społecznej odpowiedzialności firmy / Strategic IQ in the light

of corporate social responsibility 25

Liliana Hawrysz

Kluczowe czynniki sukcesu przy implementacji systemu zarządzania jakością / Key success factors at the

implementation of the quality management system 35

Marzena Kacprzak,

Agnieszka Król

Strategiczne kompetencje kadry menedżerskiej a rynek pracy / Strategic competences of management team

and labor market 41

Radosław Wolniak

Koncepcja CSR a wskaźnik dystansu wobec władzy /

The concept of CSR and the power distance 47

Marcin Stanisław Niedużak

Dyspersja płac – zastosowanie równania Mincera dla różnych grup zawodowych w Polsce / The dispersion of wages – application of Mincer equation for different occupations in Poland

55

2

Waldemar Stelmach

O psychologii społecznej w zarządzaniu biznesem / Social

psychology in business management 61

Radosław Dawidziuk, Alfreda Kamińska

Kariery zawodowe absolwentów Wydziału Menedżerskiego Wyższej Szkoły Menedżerskiej w Warszawie w kontekście ukończonej specjalności / Professional careers of graduates of a Faculty of Management of Warsaw Management University in the context of specialities

69

Elena Yakovlevna Ga- limov

Молодёжь как особая социально-возрастная группа:

анализ результатов анкетирования студентов Польши и России / Youth as a special social and age group: an analysis of the survey results of students in Poland and Russia

75

Mária Marinicová, Radosław Dawidziuk

Vymedzenie sociálneho manažmentu v sociálnej práci /

Definition of social management in social work 83

Jan Boguski

Europejski System Innowacji / The European Innovation

System 89

Katarzyna Adamiak

Przepływ informacji w polskich klastrach / Flow

of information in Polish cluster

^s

95

Dorota Wójcik-Kośla, Aleksandra Spychała,

Anna Kacprzak, Agnieszka Król, Jadwiga Marek

Informacje naukowe i edukacyjne / Scientific

and educational news 101

Lista Recenzentów (2014) / List of Reviewers (2014) 106 Zasady recenzowania artykułów / The peer-review

policies 107

O

^d

R

^edakcji

/ E

ditorial

Niniejszy numer „Zarządzania. Teorii i Praktyki” – czasopisma, które oddajemy do rąk Czytelnika – zawiera wiele tematów, wzbogacających wiedzę o zarządzaniu. Omówione są w nim kluczowe wyznaczniki sukcesu i rozwoju firm w kontekście implementacji systemu zarządzania jakością.

W sposób interesujący przedstawiony został problem społecznej odpowiedzialności biznesu w nawiązaniu do rodzajów kultury w wymiarze europejskim oraz poszczególnych państw w kontekście wskaźników dystansu wobec władzy. Prezentowane są także zależności pomiędzy CSR a strategiczną inteligencją firm. Wychodząc z założenia, iż we współczesnych instytucjach – w coraz szerszym zakresie – o sukcesie decydują czynniki miękkie, toteż kolejnym problemem omawianym w prezentowanym numerze, są psychologiczne aspekty zarządzania. Następnym zagadnieniem, obecnym na naszych łamach, jest dyspersja płac, z zastosowaniem równania Mincera w odniesieniu do różnych grup zawodowych w Polsce. Temat ten jest istotny z punktu widzenia prognozowania polityki społecznej.

Prezentowana jest też problematyka definicyjna w sferze „social management in social work”, a także dyskutowane zagadnienie zagrożeń i ryzyka związanych z przejściem pracujących w stan bezrobocia.

W bieżącym numerze czasopisma zasygnalizowany jest też temat ekonomii cyrkulacji, ze znakiem zapytania – czy to utopia, czy konieczność? Niewątpliwie problemowi temu warto poświęcić więcej uwagi.

Kolejną rozważaną kwestią jest uzasadnienie tezy, iż produkty nauki wymagają właściwego marketingu. Dla udowodnienia tej tezy przedstawione są doświadczenia Polski w tym zakresie, z podkreśleniem zmian, jakie miały miejsce w analizowanym przedziale czasowym.

Scharakteryzowany został także europejski system innowacji.

Czytelnik może także zapoznać się z wynikami badań kariery zawodowej absolwentów Wydziału Menedżerskiego Wyższej Szkoły Menedżerskiej w Warszawie, w relacji do ukończonej specjalności.

W niniejszym numerze czasopisma zawarty jest też dział „Informacje”, w którym prezentujemy ważniejsze wydarzenia naukowe Wydziału. Zamieściliśmy tu doniesienia o ogólnopolskiej konferencji naukowej na temat uwarunkowań przekształceń MSP w firmy innowacyjne, oraz o Kołach Naukowych, funkcjonujących na Wydziale Menedżerskim.

Mamy nadzieję, że problemy poruszane w artykułach staną się inspiracją do dalszych badań.

prof. dr hab. Lidia Białoń Redaktor Naczelna

„Zarządzania. Teorii i Prkatyki”

str. 3

ISSN 2081-1586 str. 5-12 School of Management

University of Warsaw, Warsaw, Poland

A public science product needs proper

marketing: Polish experiences and challenges ^* /

Wyniki badań naukowych prowadzonych na publicznych uczelniach wymagają odpowiedniego marketingu: polskie doświadczenia i wyzwania

a

bstRact

In this paper, the reader will find an analysis of Polish expe- riences with science-to-business marketing. Four case-stu- dies are presented. Admittedly, the experiences with scien- ce marketing addressed to the business sector in Poland are still very poor; the analyzed cases can be treated like good practices to be followed.

keywORds: science product, science marketing, science-to- -business marketing

i

ntROductiOn

M

arketing of public science products has a key significance in the national economy in which – like in Poland – the vast majority of scien- tific production is being performed outside the business sector, i.e. at universities and other higher education in- stitutions; in the Polish Academy of Sciences’ research institutes; and in other R&D institutions, mostly public.

The main aim of this paper is to analyze Polish expe- riences with marketing of science products created in the public R&D sector. Additionally, the paper’s aim is to attempt to formulate challenges faced by Polish R&D institutions in their marketing activities.

These two problems, i.e. the experiences and the challeng- es, are presented against the background of the specificity of the public science product marketing. The specificity of this kind of marketing is such that a public science prod-

uct is a public good, which is made thanks to tax-payers’

money and so should be turned to good use.

The considerations in this paper refer mainly to scien- tific and technological solutions being created chiefly in engineering sciences. So, we are speaking about market- ing pursued by the science sector and addressed to the business sector, i.e. science-to-business marketing that is a specific kind of institutional marketing.

This is an empirical paper based on the case-study method.

a

^{bRiefsuRveyOfliteRatuRe}

Considerations related to science-to-business market- ing can be found rather not in the marketing literature but in the literature on management of innovation, technology transfer and commercialization, for exam-

Adres do korespondencji:

prof. dr hab. Andrzej H. Jasinski School of Management

University of Warsaw, Warsaw, Poland e-mail : ajasinski@wz.uw.edu.pl

* Based on the presented study author made a presentation on the 13-th international conference Science-to-Business Marketing, Zurich Uni- versity of Applied Sciences, School of Management and Law, Winterthur, 2-4.06.2014, where he won the award for best paper. In the May 2015

“Marketing and Market “ (5/2015 ) published an expanded and updated version of this paper in Polish language.

ple in: Baaken (2009), Baaken and Plewa (2009), Butler and Gibson, eds (2001), Bok (2003), Etzkowitz (2002), Frischmann (2005), Isabelle (2007), Jolly (1997), Mark- man et al (2005), Shankar (2008).

The Polish literature on science marketing is very poor.

Only few authors deal with marketing of research and innovation. Bialon in her articles writes about marketing support for management of research results (2011) and the principles of marketing of scientific research (2012).

Jasinski in his papers has written on the promotion of scientific achievements as an element of public innova- tion policy (1998b) and science communication with so- ciety (2010) arguing that science in Poland needs good Public Relations (2003). Other authors in this field write about marketing of product innovation (Kruk, 2012), on innovation marketing as a whole (Pomykalski, 2001) claiming that this should be an internet, relationship and target marketing, and Trzmielak (2013) who writes about marketing for technology transfer and commer- cialization. Also, Bialon (2010) and Jasinski (1998a and 2012) investigate the relations between innovation and marketing. Earlier, as the first author in Poland, Jasins- ki (1992) presented a concept of the marketing of R&D and innovation. In turn, the Polish authors who write about management of research and innovation projects like, e.g., Kisielnicki (2013), Krawiec (2000) and Tylz- anowski (2014), do not mention marketing.

A depressing picture emerges from the Polish literature.

Bialon (2011), based on her empirical studies, notes that:

• R&D organizations do not run marketing research,

• they do not conduct research leading to a market segmentation,

• therefore, they have a small knowledge about a de- mand for new technologies from the side of enter- prises,

• in most R&D institutions, there are no separate units/departments dealing with marketing research and activities,

• so, the marketing activity is a lacking link in man- agement of innovation processes.

Therefore, according to Bialon (2010), science market- ing may lead to narrowing the gap between science and business in Poland; marketing activities run by research organizations have – even a bigger than firms’ market- ing – role in coupling demands and supplies in the in- novation market. Afterwards, she describes how a mar- keting-mix (5Ps) in R&D institution should look like.

As far as the market segmentation is concerned, such segmentation has been suggested by Jasinski (2010) who proposes to distinguish six potential target seg- ments/markets for science marketing:

1. politicians, both central and regional/local authorities, 2. journalists, both from central and local media, 3. businessmen, mainly industrialists,

4. teachers and other workers in the education system, 5. youth, both pupils and students,

6. local communities.

s

^cience

-

^business

/

^industRycOOpeRatiOn Basic data on the science/R&D sector in Poland, which is in principle public, in 2012 are as follows (GUS, 2013a and 2013b):

• the number of higher-education institutions (HEIs): 210,

• the number of the Polish Academy of Sciences (PAS) research institutes: 70,

• the number of the other research organizations: 119,

• the share of researchers (FTE) employed in HEIs, PAS and the other institutes (totally) in the whole number of Polish researchers (FTE): 77.2%,

• BERD/GERD ratio: 32.2%.

At least one conclusion emerges from the above data:

the vast majority of research performance/production is being performed outside the business sector.

The need for a proper science-to-business marketing in Poland results from the following weaknesses in the na- tional system of innovation (NSI)¹:

• weak scientific-technological cooperation between the science and the business sectors,

• little demand for new technologies from the side of enterprises,

• practically non-existent science sponsoring,

• too narrow range of commercialization of scientific and technological solutions emerging in the public sector,

• small scale of diffusion of new technologies in the national economy, and

• last but not least, poor marketing experience on the part of R&D institutions.

A low level (intensity) of science-business cooper-

1 More about the NSI in Poland in Jasinski (2006).

ation has been noted twice (Jasinski, 2006 and 2014).

Also, other authors have confirmed this observation (Gwarda-Gruszczynska, 2013; Matusiak, 2010; Matu- siak and Gulinski, eds, 2010; Trzmielak, 2013). An addi- tional light has been thrown by the latest questionnaire research among enterprises in the Mazovia region of Poland. It turned out that (Systema, 2013):

• as much as 62% of the surveyed entrepreneurs neg- atively assess a possibility to establish collaboration with universities and other research organizations,

• only 13.2% can see such possibility,

• 57% of them just don’t know how such cooperation should look like.

There exist various reasons for such a poor state of sci- ence-business relations. Some of them are universal.

The two worlds - science and industry - speak different languages and there is a difference in labour conditions, status and wage levels (Cogan, 2001). In turn, Parker (1999) pointed here natural obstacles, such as: (1) aca- demic tradition and values (teaching, publications, long horizon of research, etc.), and (2) industrial priorities and culture (profit, risk taking, short horizon of activ- ities, etc.).

However, there are typically Polish barriers for such col- laboration as a heritage of the past. Here we mean:

• an organizational separation of science from industry (deliberately designed after the second world war),

• a low mutual trust between researchers and entrepre- neurs (Bal-Wozniak, 2012; Czapinski, 2013), and

• the scientist’s ethos which didn’t allow him/her ‘to make his/her hands dirty’ with practical applica- tions of their scientific achievements.

The both parties mutually blame each other and the both are right (Jasinski, 2014): research organizations claim that firms create too little demand for new scientific and technological solutions whereas enterprises claim that R&D institutions offer too low supply of such solutions.

Thus, marketing may be helpful in ensuring an increase both in the demand and in the supply, and so can lead to quickly developing markets of innovations.

p

OlishexpeRienceswithscience

-

tO

-

business maRketing

Poland has some positive experiences with science mar- keting or rather science promotion/communication with society (Jasinski, 2010). Here we mean actions

being undertaken by various institutions and organiza- tions, such as:

• Science Festivals (the oldest initiative),

• Science Centre ‘Copernicus’ in Warsaw (opened in 2010),

• The Scientific Journalists’ Association,

• Citizens of Science (the newest initiative).

However, their actions were and are addressed to society as a whole but not to the business sector.

Before passing further, two following assumptions have been adopted: (i) by science we here understand public science/R&D sector, and (ii) by business we mean both existing businesses/firms and new businesses in the course of establishing as well.

Now, let’s ask the question: Who (which institutions) should deal with science product marketing directed to- wards industry in Poland?

• firstly, scientific organizations, i.e., HEIs, the PAS institutes and other research institutions,

• secondly, so-called bridging institutions facilitating knowledge flows from science to business,

• thirdly, governmental or semi-governmental agen- cies responsible for distribution of public funds for research and innovation.

t

he

c

entRal

m

ining

i

nstitute

As mentioned, Polish research organizations suffer from poor marketing experiences. It doesn’t mean, of course, that we can’t meet exceptions. One of such examples, an institute of mining research, is analyzed below.

The Central Mining Institute (CMI) in Katowice, the Upper Silesia region, was established in 1945, just af- ter the second world war. At present, this is the lead- ing research institute in Poland. The Institute’s activity concentrates on the problems concerning work safety, modern mining technologies as well as environmental protection against the effects of industrial activities, in particular mining. This is a relatively big organization:

578 employees, mainly R&D workers, were employed in CMI at the end of 2013 (GIG, 2014).

The Institute sales offer contains own scientific achieve- ments, being the result of research projects financed by public funds and the projects ordered by industry.

Those are both new products and technical equipment

as well as new manufacturing and exploitation technolo- gies applied in coal mines and not only there. CMI offers technical services, too. An important part of its activi- ties is protection and commercialization of intellectual property (IP) - data presented further on. In the field of relations with business clients, CMI cooperates rather with bigger firms, e.g., LABEDY Steelworks, MASKPOL Protection Equipment Company, and EKO-BRYKIET Briquette Production.

The Institute comprises a Marketing and Foreign Co- operation Unit where six people work, including a press spokesman. Every year, an Information and Promotion Plan is made based on an Information and Promotion Strategy which – in turn – is an element of the CMI’s Strategy. One of ten purposes of the present strategy is

‘promotion and dissemination of the Institute scientific and technological solutions’ (GIG, 2014), which seems quite obvious.

The Unit’s actions are divided into external and inter- nal communication. As far as the former is concerned, being here our main interest, the promotional activities consist in (GIG, 2014): media relations, management of crisis situations, corporate identity, lobbing and business relations, advertising, sponsoring and other public-re- lations instruments. As far as internal communication is concerned, it is worth mentioning the CMI two stra- tegic documents, i.e., Strategy of Social Responsibility, received in 2009, and Corporate Foresight, prepared in 2010. Both of them constitute a basis for external com- munication and, of course, for the Institute’s research programmes.

A composition of the main promotional tools being used by CMI is shown in the table (see further). The following conclusions result from it:

• the Institute uses ten basic promotional tools, apart from such traditional, routine information materials as: brochures, prospectuses, leaflets, bulletins and multimedia materials,

• most of them belong to public relations,

• they are addressed to three major groups of address- ees: local communities or society as a whole, jour- nalists and business entities,

• some of these activities are also conducted abroad, and

• a bigger diversity of promotional instruments is needed concerning various target groups. Here we mainly mean the business sector (small and medi- um-sized enterprises and big companies) which need a special attention.

In summarizing, we can conclude that: (i) CMI doesn’t limit itself to research and marketing in mining, (ii) the Institute is very active in marketing addressed to busi- ness, too, and (iii) a broad spectrum of communication tools are being used there.

The following data (for 2012) confirm that CMI is a suc- cessful case thanks to its proper strategy, including pro- motional activities (GIG, 2014):²

• 18 inventive submissions sent to the Polish Patent Office,

• 26 gained patents and protection rights for utility patterns,

• 25 active agreements concerning licensing, know- how and patent shared rights, and

• 6 active implementation agreements with manufac- turing firms.

2 Unfortunately, the Institute doesn’t reveal data referring to pro- motion costs and incomes from business clients.

No. Promotional tool Type of tool Main addressees 1 Promotional seminars

for potential partners (once a month)

public relations business

2

Open days being organized by various Institute’s research departments

public relations local community

3 Electronic newsletter

(on a regular basis) public relations society

4 Contests for journalists writing about CMI (four within last 15 years)

public relations journalists

5 Press conferences

(three to four per year) public relations journalists 6 Internet window ‘Press

File’

public relations journalists

7

Advertisements in a weekly ‘Trybuna Gor- nicza’ (regularly once a week)

advertising readers, incl.

entrepreneurs

8

Sponsored articles and interviews in business regional and central newspapers

sponsoring business

9 Direct, personal contacts by the Institute workers with business clients

personal selling/

promotion

business

10 Shows at fairs and ex- hibitions (two to three per year)

additional promo- tion, often called sales promotion

business Table. The CMI promotional tool-kit

Source: Jasinski on the basis of GIG (2014)

•

In the science marketing system, there is a role to be played by bridging institutions, such as HEI liaison of- fices, technology transfer centres, science/technology parks, innovation and entrepreneurship centres, and so forth. In Poland, they are called Innovative Activity Support Institutions (IASIs). Some of them are parts of research organizations; some are independent – they are public or private as well, mostly non-governmental or- ganizations (NGOs). A universal opinion prevails that the present number of such institutions in the country is sufficient. However, according to our research (Jasinski, 2006 and 2014), they don’t deal with the marketing of results of research projects conducted in R&D organiza- tions. For instance, the University Technology Transfer Centre (UTTC) as a kind of liaison office established in 1998 ‘for a better use of The University of Warsaw poten- tial in economy’ (The Senate’s Resolution, 1998), doesn’t run promotion of the University’s research results among the business sector.

Such state of affairs does not mean that, in the country, we do not have good examples/practices of the bridging institutions dealing with marketing or, at least, promo- tion of (public) science products in industry. One of them is BioTech-IP Technology Transfer Office.

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BioTech-IP Technology Transfer Office was established in 2010 within the scientific consortium Biocentrum Ochota, made up by six research institutes of the Polish Academy of Sciences which are located on the Ocho- ta Campus in Warsaw. Biocentrum Ochota has been founded to run large multidisciplinary research projects in biology, medicine and bio-engineering. BioTech-IP has created a Bio&Technology Innovations Platform.

Apart from promoting the intellectual and infrastruc- tural potential of the Biocentrum Ochota institutes, the Office’s goals are (BioTech-IP, 2014):

1) to support scientists working in the Biocentrum in patenting and IP-rights management, applicable R&D projects and commercialization of developed technologies, and

2) to promote the intellectual and infrastructural po- tential of the Biocentrum Ochota consortium, ser- vices offered by the Biocentrum Ochota institutes and cooperation between researchers and enterpris- es acting in the field of Bio-Tech-Med.

BioTech-IP TTO activities are as follows:

• assessment of market potential of new technologies,

• clarification and protection of IP rights for new in- ventions,

• financial support for PhD students carrying out re- search projects of a high commercial potential,

• scholarships for scientists during their interchange and practical training in industry,

• courses for researchers who plan to implement and commercialize their innovative technologies.

As seen, most of the TTO’s actions are directed towards researchers, including PhD students, who would like to become entrepreneurs. Aside from that, BioTech-IP un- dertakes some marketing activities addressed directly to the business sector:

1) the Office organizes science-business brunches to gather researchers working in Biocentrum Ocho- ta and experts from Bio-Tech-Med industry. Up to now, six brunches took place in which about 40 in- dustrial representatives participated, and

2) the Office has prepared and produced three informa- tion brochures, both in Polish and English, and over 100 copies of a prospectus containing six technologi- cal offers. As for now, all of the materials are being sent to concrete business entities and distributed among industry’s representatives during the brunches.

From the marketing point of view, we may treat the for- mer as personal selling/promotion and the latter as pub- lic relations and direct mail.

Summarizing, BioTech-IP TTO operating on behalf of six research institutes, uses certain marketing tools ad- dressed to business, however, this kind of actions seems to have a lower significance in the Office’s activities.

Moreover, since they started to deal with such activity only recently, it is too early to evaluate results.

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Among various government agencies, the key role in the dialogue between science and industry is played by The National Centre for Research and Development (NCRD) in Warsaw.

NCRD was established in 2007 to fulfill goals of the na- tional science and technology policy. The Centre’s main task is management and execution of strategic research and development programmes which should lead directly

to an increase in the economy’s innovativeness. Admitted- ly, NCRD was created with the main purpose to finance and co-finance research projects in applied sciences; it also deals with promotion of the science-business cooper- ation in a broad meaning, i.e., in a double sense:

(i) by co-financing joint projects conducted by research organizations together with commercial firms or by enterprises alone, and projects run by young entre- preneurs of academic background, and

(ii) by popularization of (a) results of programmes and projects (co)financed by the Centre and (b) bene- ficiaries of such programmes and projects, both research institutions and enterprises, and of their achievements mainly in commercialization.

NCRD uses a quite broad and varied set of promotional tools. Some of them are addressed to society as a whole.

Here we mean such activities as (NCBiR, 2014): electron- ic newsletter being sent out every Friday to over 10,000 subscribers and a broad promotional campaign on radio and television, started in 2013, with cyclical broadcasts like: The Era of Inventions, Academic Entrepreneurship, Scientific Thursdays, etc.

Apart from that, the Centre applies various promotion- al instruments directed to business entities and research organizations at the same time, like:

• catalogue of the NCRD projects which is published once a year in Polish and English, and distributed during domestic and international fairs, exhibitions, congresses, conferences and symposiums,

• guides for beneficiaries, for example, Good practices in projects’ promotion – a guide for the beneficiaries in Operational Programme ‘Infrastructure and En- vironment’,

• Internet interactive multimedia platform presenting the most interesting projects co-financed by the Eu- ropean Union structural funds, and

• just started BRIdge Info – an information and advi- sory portal addressed to innovators who need more knowledge on commercialization.

It must be added that, in 2013, NCRD initiated BRId- geVC – a new programme with the purpose to have more venture capital (VC) engaged in the innovation projects co-financed by the Centre. Thanks to an effective pro- motion of this programme, NCRD succeeded to attract some VC funds from the country and abroad.

As a result of the Centre’s activities, 2,755 agreements were signed in 2010-2013 within 84 programmes; among

them 1,637 agreements (almost 60%) were concluded with firms who applied jointly with research organiza- tions or individually (www.nauka.gov.pl).

To sum up, one can put forward the following conclusions:

• the National Research and Development Centre works partly as a government agency financing the research and innovation projects, and partly as a bridging institution,

• the Centre plays an important role as an animator of the innovation market and sometimes even as its participant, and

• NCRD applies a quite broad spectrum of public-re- lations instruments. Nevertheless, the Centre should also use other promotional tools while approach- ing the business sector, for instance, organizing three-party meetings to couple research institutions with commercial enterprises.

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A certain but not a big role in public science promotion is played by The Foundation for Polish Science (FPS).

FPS was appointed in 1991 as a semi-governmental insti- tution. Now, this is a non-governmental and non-profit organization which pursues the mission of supporting science as such. The Foundation is the largest source of science funding in Poland outside the state budget. FPS fulfills its statutory purposes through (1) supporting distinguished scholars and research teams in all fields of inquiry, (2) modernizing research facilities and (3) assisting innovative ventures and commercialization of scientific achievements, especially inventions.

As far as the third purpose is concerned, FPS has run programmes mainly addressed to young, ambitious re- searchers-entrepreneurs. One of such initiatives was the

‘Innovator’ programme, the main aim of which was a complex, i.e., financial, training and advisory, support for persons or teams being authors of ideas having an implementation capacity and a commercial potential or/

and being owners of patents or patent submissions.

The programme was carried out in three editions in 2006-2008. Each edition was divided into three stages:

Stage 1 a qualification/selection of innovative projects (new production technologies or services), Stage 2 co-financing the best projects and busi-

ness-plans, and an administrative assistance for establishment of own businesses, and

Stage 3 the laureates directed to financial institutions with the FPS assistance in negotiations with them. Its aim was to arrange a financial montage.

The Programme results were as follows (FNP, 2014):

• the number of participants: 46

• the number of laureates: 7,

• the number of established firms: 6.

Up to now, the biggest financial support from outside the Foundation was gained for two enterprises/initiatives:

Apeiron Synthesis (from the EU structural funds) and Medicalgorythms (form Polish private investors). Both firms successfully operate in the medical market; the sec- ond one is entering the stock exchange now.

Nowadays, FPS is conducting two business-oriented programmes:

• ‘Ventures’ – offering financial support for innova- tive projects carried out by young researchers. There were as yet 11 contests, 90 laureates and 79 business partners identified, and

• ‘Impulse’ – contests for the best research project having a commercial potential, offered not only to young scientists. As for now, 21 applications have come through a formal assessment.

One of beneficiaries within the ‘Venturs’ programme is Grzegorz Gorczyca from Chemical Faculty in Gdansk University of Technology who has received a substantial financial support to his project on new polymeric mate- rials for use in a medical treatment. FPS has helped him to align contacts with ten potential business partners.

From among them, negotiations are being continued with 3M Poland Manufacturing in Wroclaw and GCZM Zarys in Zabrze.

As seen, The Foundation for Polish Science operates in this field as a bridging institution. FPS runs the pro- grammes supporting a commercial use of ideas created by science-based entrepreneurs. The support tools being

applied by the Foundation can be treated as sponsorship.

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OnclusiOnandchallenges

A general conclusion emerges on the basis of the consid- erations in this paper: the experience gained by public organizations and institutions with science marketing addressed to the business sector in Poland is so poor that science-to-business marketing is still in its infancy. Ad- mittedly, the four cases analyzed here seem to be good practices. However, it is research institutions which, first of all, should deal with such activity.

Against this background, the following challenges can be formulated towards scientific organizations and oth- er public institutions responsible for science-to-business marketing:

1. these organizations and institutions should derive with full hands from the experiences gained in this field by research organizations in highly developed countries (HDCs),

2. there is an urgent need for a broad exchange of good practices among scientific institutions in Poland, 3. their marketing activities should take into account

the specificity of the public science product, and 4. it should be a comprehensive marketing-mix con-

taining not only product and not only promotion/

communication described in this paper. There are also the other three Ps.

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cknowlEdgEmEnts

The author would like to thank Mrs Sylwia Jaroslawska-So- bor from The Central Mining Institute, Mr Kamil Melcer from The National Centre for Research and Development, Mr Tomasz Perkowski from The Foundation for Polish Science and Mrs Magdalena Powierza from BioTech-IP Technology Transfer Office for their information materials about the in- stitutions they work in.

3 Kotler (1998) includes sponsorship into public relations.

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ISSN 2081-1586 str. 13-19 Wyższa Szkoła Finansów i Zarządzania w Warszawie

Threats and risks connected with transition

from work to unemployment / Zagrożenia i ryzyko związane z przejściem na bezrobocie

Adres do korespondencji:

prof. nadzw. dr hab. Włodzimierz Chojnacki

Wyższa Szkoła Finansów i Zarządzania w Warszawie e-mail: wydawnictwo@mac.edu.pl

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ntROductiOn

T

he contemporary research on social division problems¹ and dynamic changes in the area of performing trades show transparently that we are approaching a significant transitional stage in relation to forms, time and work organization, mainly from part- time employment to work basing on psychological con- tract². Occupation in the form of contracted part-time and frequently uncontrolled by treasury offices destroy our image about monolith of professional stabilization.

At present we are becoming the eye-witnesses of run- ning low stock in cognitive and explanation power, what results in changing of employment planning system as well as creating biographic course of phase professional development – career paths which are implemented in

1 E. Durkheim, O podziale pracy społecznej, Wyd. Naukowe PWN, Warszawa 1999, s.53-65

2 M. Armstrong, Zarządzanie ludźmi. Praktyczny przewodnik dla me- nedżerów liniowych, Dom Wydawniczy REBIS, Poznań 2007, s.185.

a defined socio-economic, political and cultural envi- ronment. It is worth underlining that the emerged new transitional forms of work organization which people identify with profession³, occupation⁴ or job⁵. These new forms of work considerably make designing of changes in trajectory of the biographic models difficult in relation to possessed educational, motivational and economic resources as well as the capability for flexible adaptation of people to work positions and periodical lack of employment⁶.

From the above mentioned reasons, the positions taken on sociological debate over the subject of transformation

3 J. Sztumski, Socjologia pracy, Wyd. Uniwersytet Śląski w Katowi- cach, Katowice 1999, s. 34-36.

4 J. Czapiński, T. Panek, Diagnoza społeczna 2009, Wyd. Rada Monito- ringu Społecznego, Warszawa 2009, s. 46-49.

5 W. Chojnacki, Profesjonalizacja wojska w teorii i badaniach socjologicz- nych, Wyd. Akademii Obrony Narodowej, Warszawa 2008, s. 45-47.

6 J. E. Karney, Podstawy psychologii i pedagogiki pracy, Wyd. Wyższa Szkoła Humanistyczna im. A. Gieysztora w Pułtusku, Pułtusk 2004, 153.

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^bstRact

The article contains the investigation results concerning the uncertainty related other to full-time or part time jobs. The author presents mutual relations between em- ployment and unemployment. He indicates that extinc- tion of just social labor division and traditional forms of labor caused demand for new interpretation of theory and practice determining the frameworks of structural-e- conomic conditions. The content of the article comprises the research results elaborated on the basis of narrative biographic method used for outlining studies on the job form transformation, especially its subjective perception.

The author is trying to present the view that work analysis

can be conducted not only by observations of its different areas which create entire existence of people submerged in transitions between employment and unemployment.

Designing personal path careers and unemployment oc- cur in the context which is now more open than in the past on science exploration but simultaneously more uncertain and not clearly outlined. For that reason this transition can be understood as a significant condition for differentiated biographic narrations which reflected both investigation result and human biographies.

keywORds: unemployment, transition from work to unem- ployment, threats and risks

of the contemporary work and unemployment forms be- come an extremely important and complex problem. In this debate, on the one hand, there is a risk of try in favor of the traditional work model which lost its development significance, so on the other hand, increases the danger of constructing a new “insular” interpretation schemes featuring extreme static position which in slight transpar- ency allows researchers to perceive and understand the essential qualities connected with greater complexity and work differentiation undergoing permanent changes.

The aim of this article is the performance of significant trial in perception of work through anti-positive⁷ and post-modern⁸ view of transition between part-time job and unemployment. It is a very important social prob- lem since it concerns the growth of risk level, uncertain- ty and threat. It is manifested by lack of work stability of whose consequence are transformed into all profes- sional and personal spheres of life. In my considerations I am trying to join contemporary theories and concepts with the studies conducted in the environment of service workers employed in part-time jobs⁹. The primary goal of this research was to explain relations undergoing be- tween the performance of short-term and odd- jobs as well as their impact on people biography creation. This way, the period of employment was evaluated not only in relation to new contract job forms, which stimulate lack of permanent employment, what makes a great challenge to a homogeneity and standardization trials for profes- sional and personal cycle including the work related to an ideal type of part-time employment. In reality, it is the trial of answering two study problems How deep chang- es undergo in personality and life of each man work- ing on part-time employment? as well as How each person satisfies his own needs in the period between employment and unemployment?

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^iOgRaphicsignificanceOftRansitiOnsfROm wORktOunemplOymentandviceveRsa

Changes in the sphere of work which undergo in Poland are the subject of studies and legal regulations especial- ly after 1990. But the significant reforms of pro-market character were introduced in the low of work more than a decade later. These reforms not only influenced the dif-

7 M. Weber, Gospodarka i społeczeństwo. Zarys socjologii rozumieją- cej, Wyd. Naukowe PWN, Warszawa 2002, s. 22-25.

8 Z. Bauman, Wspólnota. W poszukiwaniu bezpieczeństwa w niepew- nym świecie, tłum. J. Margański, Wyd. Literackie, Kraków 2008.

9 V. Sikorska, Analiza porównawcza bezrobocia rejestrowanego oraz aktywnych form rynku pracy w Gminie Nasielsk w latach 2008-2009 (praca licencjacka pod kierunkiem dr. hab. W. Chojnackiego) oraz A.

Mackiewicz, Działalność Powiatowego Urzędu Pracy w Lidzbarku w opinii osób długotrwale bezrobotnych z terenu Gminy Płośnica ((praca licencjacka pod kierunkiem dr. hab. W. Chojnackiego).

ficulties connected with prediction of transferring trends in labor resources, changes in job conditions, extension part-time job, uncertainty in its performance but also its deepening specialization and job professionalization.

Moreover, lack of legal administrative acts as well as the sluggishness of civil and labor courts in executing of workers rights.

The presented conclusions stemming from survey stud- ies, included in this article, enabled the researchers to understand better the process of shaping contemporary biographies of people affected by periodical unemploy- ment as well as cognition of methods and techniques applied to evaluate its course. So it is a certain attempt of referring to a wonderful tradition initiated by Flori- an Znaniecki¹⁰, Józef Chałasiński and other outstanding sociologists. The applied biographic method was used to present an essential problem, underappreciated till now in sociological studies. I mean the explanation of the essence of transition from part–time employment to unemployment and its reflection in men`s and women’s narration and interpretation performing a part-time job.

In reality it is not only the description about certain form of job but it is the attempt of presenting a deepened anal- ysis of transition from employment to an employment on the basis of feedback, whose essence is in dangerous for an individual lack of stability characterized by tensions, risks and threats connected with performing or not performing a job and their impact on the level of meeting everyday living needs.

Biographic transition from a job to unemployment seldom takes place in social policy¹¹, work pedagogy¹², sociology of work¹³ and industry¹⁴ as well as work psychology. This transition is mostly described as sequence as the working periods more or less normalized by code of employment procedure, where the change of occupied position in time and space modifies identity, independence and social re- lations of the cooperating entities.

It is worth emphasizing that the first successful theo- retical perspective which was perfectly viewed, encom- passed the analysis of transition according to the Ralph Linton`s theory of roles, H.H. Sely`s stress theory, con- cept of difficult situations of T. Tomaszewski including

10 F. Znaniecki, Pisma filozoficzne t-1., Państwowe Wydawnictwo Na- ukowe, Warszawa 1987.

11 M. Szylko-Skoczny, Problemy społeczne w sferze pracy, [w:] Poli- tyka społeczna. Podręcznik akademicki (pod red. G. Firlit-Fresnak, M. Szylko-Skoczny, Wyd. Naukowe PWN, Warszawa 2008, s. 217-232.

12 Z. Wiatrowski, Podstawy pedagogiki pracy, Wyd. Wyższa Szkoła Pe- dagogiczna w Bydgoszczy, Bydgoszcz 2000; oraz B. Baraniak, Metody badania pracy, Wyd. Akademickie i Profesjonalne, Warszawa 2009.

13 J. Sztumski, Socjologia pracy …. op. cit., s. 10.

14 J. Rifkin, The End of Work. The Decline of the Global Labor Force and the Dawn of the Post-Market Era, Published by Penguin Putnam in 1995.

the concept of living changes in accordance with the T. Holme`s and Richards Rahe`s theories. From this views points the genesis, essence and importance of transition, relies upon radical or less radical change of condition within a certain biography of the individual.

But the biography of the individual related to seasonal or casual work is a set of many cycles and life phases as well as professional development paths which are of diverse and linear character.

The present theories and concepts of transition con- centrated mainly on defining careers and achievements of people in their social life. There stages have a run of events in accordance with some general basic rules like: education, high school diploma, further studies, working, cohabitation with parents up to independent life with a partner or life as a single. Unfortunately the Gabriel Marcel`s considerations, outstanding French existence researcher, are omitted. He based these con- siderations on the dialectics of existence and possession what stands for difference of social position you are in and which is often reduce to the relation between to be or to have. At the same time we forget that we can achieve a condition of fullness only then when we share ourselves with other others since a man is an interactive social being.

The theory of transition also shows sensitivity to its re- searching when basing upon structural, functional and interactive theories. It is especially evidence in using the structural to functional analyses. They deal mainly with exposing the mere transition from one position of social organizational structure to the other one. So fare the power of explanation concerning at least the two procedural concepts as well as the play interest has been underestimated. The first concept focuses primarily on what occurs and happens during the transition and how can exist with a dangerous vision of losing job resulting in uncertainty of existence.

But the other concept concentrates on the notion of profit and loss – is it worth taking up a job or receive an unemployment benefit or on the other hand to be pro- vided for by a family and to be on the dole rendered by social aid institution such solutions are neither of linear nor of reversible character and for people who are pro- vided for by them in a regular way it is even not trans- parent what consecutive positions they will hold or not.

These transitions are not necessary evident in a multi- trend configuration. But trough constant appearance and disappearance, reversing, interruption, recurrence and resumption, they form situations difficult for phys-

ical and mental endurance. This way the main purpose is to understand those who are living in permanent threat and danger as well as the limited certainty and full of risk.

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^ethOdOlOgyOfinvestigatingthecOntext OftRansitiOn

The reflection the presented here are based on pilot and proper research on consequence of work made on the basis of contract and during registered unemployment.

The decision of taking up pilot research resulted mainly from the fact the analysis of the problem was possible due to management students dissertation in the Acad- emy of the Humanities named after A. Gieysztor in Pułtusk. In the sociological debates the most frequent problem to be talked is long-term and structural unem- ployment resulting from the lack correlation between education system and labor market. In reality, not so much attention in focused on contract working per- formed in small, medium-sized an big private firms. It is worth underlining that there was no interest in reviling this problem concerning mainly high percent index of female workers - the most lowliest qualified and paid in the labor market. The results from the essential research were based on the analysis of 50 biographic and narra- tive interviews with the men and women aged 30 to 50 who prior to inactivity period (unemployment) were working on contract job. The context of the review was always determined by personality traits of respondent being interviews with the up-most carefulness about discretion and anonymity in relation to acquaintanc- es and employers. There interviews was consequently made at their homes and public places like: parks, bars but never a their sides of their working and lasted ap- proximately from 30 minutes to one hour and 30 min- utes. These talks were recopied.

The subjective individual transactions in which the in- dividuals experienced stressful situations full of risk and uncertainty were the most frequent developmental ap- proach to biographic transitions from the employment treated as secured situation to the unemployment un- derstood as insecure situation. When accomplishing the biographic – to – narrative procedure to evaluate narra- tions the respondents were permitted to define the lim- its and relativity of transitions as well as the presentation of their own life experiences. In conducted studies it was assumed that the analysis of experience is indispensable for elaborating an individual biography. This way the life experience and biographies entangled in the network of complicated situations and events, especially in cases when the respondents were obliged to leave from this