Journal of Marketing and Market Studies 8/2020
Publication date: 2020
Place publication: Warszawa
The issue of academic entrepreneurship is widely explored in management sciences. There is a visible evolution present in the approach to academic entrepreneurship and, consequently, in its definition. In this area, the principles typical of market behavior, based on reciprocity and knowledge of the needs of individual parties to the exchange, are visible. The aim of the article is to identify the relational scope of academic entrepreneurship (factors, tools and barriers) perceived from the perspective of support entities, and to systematize knowledge in the relational context of academic entrepreneurship. The method of research was IDI with academic entrepreneurs and representatives of support institutions, creating the broadly understood ecosystem of academic entrepreneurship.
The limited amount of research on collaborative consumption and its' different results suggest that the individual motivations for consumers' engagement are likely to be more complex and quite dissimilar to the motivation for participation in other social sharing initiatives. Except few studies on local community or environmental benefits, key motivators generating perceived utility for participants engaging in collaborative consumption were mostly connected with intrinsic benefits. In fact, researchers suggest that drivers for collaborative consumption seem to be broad and wideranging, from individual to social or even political ones. This study is a quantitative research on the influence of foregoing factors as components of perceived utility on collaborative consumption propensity.
In the 1980s, the business world acknowledged the need to build the image of both the organization itself and its key employees. Human capital was treated as the company's value. By creating business relations, the employees affect the credibility, trust, and loyalty of the client, which, like in politics, decide upon the organization's success. In the 21st century, dynamic and profound socio-economic changes contributed to the need to conduct election campaigns in a more permanent, professional, personalized, and decentralized manner, and are forced to look for methods of effective communication with voters. It seems that personal brand management strategy may guarantee higher effectiveness, consistency, and harmony of activities as well as a permanent competitive advantage in political communication. Building a personal brand strategy in politics is drawing from the achievements of various disciplines in the field of social sciences. It is an opportunity to build a reputation of politicians, influencing at the same time on voters' awareness, and a more valuable political debate. This article aims to justify the need for proper personal brand management as a relatively new communication strategy in political marketing. The analysis was based on the author's knowledge and experience from advisory work with Polish politicians and available literature, using the comparative method, case analysis, and logical inference.
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