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Prestige in Partnership: A Case Study in Leveraging University Excellence to Elevate Brand Success

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  • Walaszczyk Ludmiła

    (Łukasiewicz Research Network – Institute for Sustainable Technologies, Pułaskiego Street 6/10, Radom, Poland)

Abstract

As global competition in research continues to grow, universities are becoming key centres of innovation and knowledge generation. One of the most important factors attracting research institutions to a university is its brand. This article examines how universities can collaboratively establish and achieve research goals with research institutes, using a case study of Coventry University's partnership with the Lukasiewicz Research Network – Institute for Sustainable Technologies (Lukasiewicz–ITEE). The analysis highlights the significance of a strong brand in fostering sustainable relationships with other academic, research, and industrial partners. The practical implementation of Coventry University's strategies, including promoting research achievements and investing in relationship development, is explored. The study demonstrates that a university's reputation significantly enhances its appeal to potential research partners, thereby facilitating joint research projects and the commercialization of research outcomes.

Suggested Citation

  • Walaszczyk Ludmiła, 2024. "Prestige in Partnership: A Case Study in Leveraging University Excellence to Elevate Brand Success," Marketing of Scientific and Research Organizations, Sciendo, vol. 52(2), pages 88-104.
    • Handle: RePEc:vrs:mosaro:v:51:y:2024:i:2:p:88-104:n:1005
    DOI: 10.2478/minib-2024-0011
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    References listed on IDEAS

    as
    1. Ankrah, Samuel & AL-Tabbaa, Omar, 2015. "Universities–industry collaboration: A systematic review," Scandinavian Journal of Management, Elsevier, vol. 31(3), pages 387-408.
    2. Giovanni Abramo & Ciriaco Andrea D’Angelo & Flavia Costa, 2017. "Specialization versus diversification in research activities: the extent, intensity and relatedness of field diversification by individual scientists," Scientometrics, Springer;Akadémiai Kiadó, vol. 112(3), pages 1403-1418, September.
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    More about this item

    Keywords

    university brand; research partnerships; joint initiatives; university reputation; marka uniwersytetu; partnerstwa badawcze; wspólne inicjatywy; reputacja uniwersytetu;
    All these keywords.

    JEL classification:

    • L31 - Industrial Organization - - Nonprofit Organizations and Public Enterprise - - - Nonprofit Institutions; NGOs; Social Entrepreneurship
    • L44 - Industrial Organization - - Antitrust Issues and Policies - - - Antitrust Policy and Public Enterprise, Nonprofit Institutions, and Professional Organizations
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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