Abstract
The topic of mobility, return, and subsequent reintegration of Slovak researchers is very important and timely. The Ministry of Education is currently preparing new grants for Slovak scientists and experts abroad who are considering return. Reintegration of experienced researchers, however, is a complex process that requires mainly the application of relationship marketing. When establishing relations and cooperation with foreign research organizations, it is necessary to choose the appropriate communication channel and the proper way of addressing these organizations. Based on the detailed analysis of literary sources and conducted research, the aim of this paper is to point out the specifics of marketing in the process of reintegration of Slovak researchers and create successful recommendations for reaching this target group. Different methods were used to solve defined research problems. In particular, these were content analysis (studying of documents), synthesis, comparative analysis, process analysis, statistical analysis, modeling, methods of empirical research, and others. To arouse interest, increase willingness to return and subsequently manage actual return of researchers there was proposed detailed process for successful addressing of Slovak researchers working abroad. To successfully develop the process, it was crucial to map the cooperation of enterprises with foreign research organizations and motivational factors of Slovak researchers to remain in foreign research organization as well as to return to Slovakia. The recommendations for successful marketing activities in the process of reintegration of Slovak researchers were described and areas of potential problems that may arise as a result of specifics of marketing were pointed out.
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Acknowledgments
This paper is published as one of the scientific outputs of the project “University Science Park of the University of Žilina ITMS: 26220220184 supported by the R&D Operational Program funded by the European Regional Development Fund.” This paper was partially supported by the Slovak scientific grant VEGA 1/0363/14 Innovation management—processes, strategy, and performance.
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Lendel, V., Závodská, A., Šramová, V. (2017). Specifics of Marketing in the Process of Reintegration of Slovak Researchers. In: Kavoura, A., Sakas, D., Tomaras, P. (eds) Strategic Innovative Marketing. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-319-33865-1_23
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DOI: https://doi.org/10.1007/978-3-319-33865-1_23
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