The use of marketing research in the development of strategies for business environment institutions on the example of Wroclaw technology park
AbstractThe basis for the development of Polish Economy is, among others, the departure from the image of the country of cheap labour. A significant role in this change is played by business environment institutions, i.e. technology parks that support new/small enterprises, help in the development and access to modern technologies, contribute to employment, affect the increase of companies' competitiveness on the market and create opportunities for internationalization of entities located in the park. Technology parks in their strategies and operations often use information from the conducted research. Research on the needs of technology park customers on the one hand provides information on current and future expectations as to the institution's offer itself, on the other hand provides information on the quality of services provided. The research carried out among park employees also presents the areas of changes that should be made, and thus be reflected in the strategy being developed. Therefore, these are multifaceted studies, and the applicability of research results should be for more effective management. The aim of the article is to present and discuss marketing research (their areas) used by business environment institutions, especially technology parks, at the stage of creating an organization strategy.
|Publication size in sheets||0.5|
|Book||Loster Tomas, Pavelka Tomas (eds.): The 12th International Days of Statistics and Economics : Conference Proceedings, 2018, MELANDRIUM, ISBN 9788087990148, 2063 p.|
|Keywords in English||technology park, research needs, quantitative research, qualitative research|
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