Background: World economy of the 21st century places high demands on national economic systems. Governments implement various initiatives to enable a more effective cooperation between universities and industries in order to increase competitiveness of their economies. Science Parks represent one type of such initiatives. It is assumed that they support regional economic growth by means of technology transfer from university to industry. Science Parks usually incorporate incubation programs, which enable creation of NTBFs by university staff and students. Science Parks have to ensure its organizational development by providing paid services, especially in form of incubator program. Therefore, Science Parks are regarded in our research as service companies. In order to enable creation of NTBFs Science Parks have to be able to attract talented researchers and students. In our research, we focus on students and consider them as potential customers for Science Parks. Previous research focusing on the problem of students’ attraction to these organizations is scarce. We implement marketing communication theory to address the problem of students’ attraction to Science Parks. Aim: Our research is set to identify content for a marketing communication strategy of a science park, which considers students as potential customers. Theoretical background/Methodology: In order to fulfill the aim of the research we implement case study strategy. We collected primary and secondary data. The case organization is presented by Dalarna Science Park (located in Borlänge, Sweden), where we collected secondary data. It was incorporated in our research as handout materials that enabled Focus Group discussions. Focus groups with students from Dalarna University presented the source of primary data. Question guideline for focus groups was based on principles of marketing communication theory, which we used as the primary theory of the research. Conclusions: Results indicate that students regard business incubator services of a Science Park as useful for those who have business ideas. It can be considered as positive prerequisite for a marketing communication strategy. In order to attract students with ideas of starting own ventures, a Science Park should engage students into various events, such as workshops, discussions and seminars. The organization should constantly inform students about its nature and activities and create an image of a young successful entrepreneur, which students are attracted to. For this purpose a Science Park can use Internet as means of both spreading its messages to students and enabling WOM recommendations among them.

El presente trabajo de investigación tiene como finalidad la creación de un aplicativo móvil cuyo objetivo principal es incentivar la moda sostenible mediante la venta de prendas de segunda mano en buen estado a bajo costo. La aplicación Chance App también adoptará la figura de un Marketplace pues permitirá a vendedores ofrecer prendas de manera sencilla para llegar a más clientes potenciales. Esta aplicación ha sido diseñada luego de identificar el aumento de interés por los consumidores de NSE B y C por la moda sostenible y el avance sustancial de las soluciones digitales. Chance App cuenta con la propuesta de valor de “Viste y vende moda sostenible”, al ser un aplicativo móvil amigable, fácil de usar y confiable para el usuario o vendedor. Buscamos que la gran variedad de prendas ofrecidas en el aplicativo haya pasado por un debido control de calidad antes de ser ofertadas para así asegurarnos de que el cliente esté satisfecho con su compra. La principal finalidad del aplicativo móvil es reducir el impacto ambiental de las industrias textiles Fast Fashion y generar consciencia sobre el impacto que estas generan. / The purpose of this paper is to create a mobile application whose main objective is to encourage sustainable fashion through the sale of second-hand clothes in good condition at low cost. The Chance App will also adopt the shape of a marketplace as it will allow sellers to offer their garments in a simple way in order to reach more potential customers. This application has been designed after identifying the increased interest by socioeconomic level B and C consumers for sustainable fashion and the substantial advancement of digital solutions. Chance App has the value purpose of "Dress and sell sustainable fashion", as it is a friendly, easy-to-use and reliable mobile application for the user or seller. We seek that the wide variety of clothes offered in the application go through strong quality control before being offered in order to ensure that the customer is satisfied with their buy. The main purpose of the mobile application is to reduce the environmental impact of the Fast Fashion textile industries and to raise awareness about the impact they generate. / Trabajo de investigación