Интерес к внутриорганизационному маркетингу обусловлен признанием важности вовлеченности сотрудников компании в процесс создания ценности для потребителей. За счет использования инстру¬ментов внутриорганизационного маркетинга и достижения удовлетво¬ренности сотрудников, высшие учебные заведения, в конечном итоге, могут добиться более высокого уровня обслуживания не только внутренних, но и внешних клиентов. Именно персонал организации и его отношения с потребителями (внешними и внутренними) делают выпускаемый продукт уникальным и конкурентоспособным. Поэтому важной задачей для организации становится работа с персоналом. Полученные данные в ходе нашего исследования и разработанная методика позволяют оценить уровень сформированности внутриорганизационного маркетинга и инновационной среды вуза, определить степень сформированности потребности в инновационной деятельности у персонала вуза, выявить существующие проблемы, принять, в случае необходимости, корректирующие управленческие решения и выработать приоритетные направления для повышения конкурентоспособности вуза. Предложено организационное оформление внутриорганизационного маркетинга на основе создания проектной группы, состоящей из маркетологов по партнерским отношениям и менеджеров по управлению персоналом, переход к модели управления на основе ценностей как наиболее перспективной для реализации актуальных стратегий развития высшего образования в России. / The interest in intra-organizational marketing stems from the recognition of the importance of employee involvement in the process of creating value for consumers. Through the use of internal marketing tools and the achievement of employee satisfaction, higher education institutions can ultimately achieve a higher level of service not only to internal but also to external customers. It is the staff of the organization and their relationship with consumers (external and internal) that make the manufactured product unique and competitive. Therefore, an important task for the organization is to work with personnel. The data obtained in the course of our research and the developed methodology allow us to assess the level of formation of intra-organizational marketing and the innovative environment of the university, determine the degree of formation of the need for innovative activities among university personnel, identify existing problems, take, if necessary, corrective management decisions and develop priority areas for increasing competitiveness of the university. The organizational design of intra-organizational marketing based on the creation of a project group consisting of marketing specialists for partnerships and human resource managers is proposed, the transition to a management model based on values as the most promising for the implementation of current strategies for the development of higher education in Russia.

知識經濟時代的來臨，代表知識早已經取代勞力、土地、資本，成為最重要的生產要素，而知識創造的具體果實就是智慧財產，此項無形資產占企業財產的重要性已遠超過有形資產。個人、企業和國家唯有專注在智慧財產的創造、保護、管理和運用上，方可成為知識經濟下的大贏家。 近年來，隨著人類科學知識與生活智慧的增長與演進，與人類日常生活和生命安全息息相關的生物醫學技術日益突破且其重要性與日俱增，國際間生技產業發展迅速，並帶領生技產業走向多元化的發展；除此之外，生技產業也是台灣兩兆雙星計畫中所追求的新興產業之一。然而，台灣在這股趨勢洪流中，整體生技產業的發展上並不蓬勃。歸根究柢，生技產業乃為典型的高附加價值、知識導向型產業，智慧財產的重要性不言可喻並且更加突顯。智慧財產如同其他企業資產一樣，需要善加管理與運用才能發揮其價值，若企業擁有大量之智慧財產，但對該智慧財產欠缺有效之管理運用，亦無法為公司創造任何價值。因此，如何為智慧財產尋求正確的運用管道，應是智慧財產所有人最為關心的議題。由於生物技術產業十分重視技術的掌握與應用，故本論文研究將焦點放在與技術知識保護有關的「專利授權與技術移轉」上，並特別針對屬於智慧財產行銷管理層面的策略進行探討。 《時代》雜誌年度風雲人物華裔科學家何大一曾說過要用人才賭生技，其需要的是什麼樣的人才?又該如何賭?本論文研究希望能提出相對應之見解，藉由個案研究方法分析找出台灣生技企業在「專利授權與技術移轉」上的策略思考邏輯，並更加釐清智慧財產行銷管理對產業發展影響的角色與位置。 由於台灣生物技術公司目前本身先天條件不佳且資源不足，無法透過商品化與產業化之智慧財產實施方式來創造最大利益，因此透過智慧財產交換方式乃是其最佳模式，而考量相關環境條件後，其中又以「專利授權與技術移轉」為最具經濟效益且最可能成功之智慧財產商業模式與型態，因此本論文研究便針對此方面進行深入探討，以提供產業後續發展之參考借鏡。 本論文研究目的包括：1.探討推動台灣生物技術產業公司發展過程中，考量「專利授權與技術移轉」的重要因素。2.瞭解台灣生物技術產業公司目前在「專利授權與技術移轉」方面的運作機制。3.介紹台灣生物技術產業公司之指標性個案，分析其智慧財產行銷策略，歸納其關鍵成功因素，以茲其他業者參考。4.了解智慧財產行銷策略的核心結構，提出智慧財產行銷策略規劃上的建議。5.綜合研究結果，提出對台灣生物技術產業公司「專利授權與技術移轉」策略之建議，並分析該產業之潛在問題與可能限制。 本論文研究提出理論強調台灣生物技術產業公司必須考量智慧財產行銷的六大要素(6P)，以『主導產業鏈』、『控制價值鏈』、『分配供應鏈』等三鏈為目標，因而決定採取「專利授權與技術移轉」之正確的智慧財產商業模式後，站在目標被授權人的立場思考，透過「策略九說」來作檢驗，以找出最適合的智慧財產行銷之執行策略，並在執行時確實考量組織行銷之特性。 本論文研究方式採用個案研究法以及質化研究法，獲得以下結論： 1. 「專利授權與技術移轉」必須著重於專利品質，以更貼近產業與市場需求，進而強化技術移轉之成效。 2. 「專利授權與技術移轉」是屬於相當複雜且專業性高的領域，與市場互動至關密切。 3. 任何產業的任何公司當其智慧財產行銷策略之方向目標正確，且手段方法合理，則成功便是可以預期的。 4. 一旦擬定正確的智慧財產行銷策略，則後續的執行力，便成為是否成功之唯一重點。 / The coming of Knowledge-based Economy Era indicates the fact that knowledge had taken the place of labor, land and capital to become the most important production factor. The results of knowledge creation are Intellectual Property (IP). The Intangible Assets are much more important than Tangible Assets for industries in nowadays. It becomes crucial for individuals, industries, and countries to achieve success in the Knowledge-based Economy Era to concentrate on the creation, protection, management and application of intellectual property. In the recent years, because of the developments of scientific knowledge and life wisdom, the progress and importance of the biomedical technology which closely related to human life and safety advances rapidly. Besides, the biotechnology industry is also one of the booming industries of Taiwan “Two Millions, Two Stars” projects. However, the Taiwan Biotechnology Industry does not follow the trend well. The biotechnology industry is a typical high value added and knowledge oriented industry, and the importance of IP is much more distinct. Same as other corporation’s property, intellectual property needs to be managed and put to use well to manifest its value. If a corporation owns a lot of IP without effective management and application, none value or benefit will be produced for the corporation from the IP. Therefore, for the IP owner, how to find out the correct application ways of IP will be the most important concern. Since technology familiarity and application is a highly emphasized issue for biotechnology industry, this study will focus on the technology knowledge protection concerning “Patent Licensing and Technology Transferring,” especially on the IP Marketing Management Strategy. David Ho, a Chinese American scientist and the Man of the year 1996 of “Time” magazine, once said that “we have to bet on biotechnology with talents”. The question is what talents are needed, and how to bet? This study aims to provide some corresponding thoughts and find out the strategy of “Patent Licensing and Technology Transferring” for Taiwan biotechnology corporation through case study. Furthermore, the study will manifest how IP Marketing Management will influence industry development. Due to the immature company structure and small business size of Taiwan biotechnology corporations, these corporations are unable to create the best profit through IP commercialization or industrization. Thus, the best model for them will be through IP Exchange and the “Patent Licensing and Technology Transferring” will be the most effective and feasible IP Business Model given the conditions of Taiwan biotechnology industry. This thesis will concentrate on this aspect and provide advices for industrial developments. The purposes of this study include: a. the important factors and the significnace of “Patent Licensing and Technology Transferring” in the promotion of Taiwan biotechnology corporation development; b. the current mechanism of “Patent Licensing and Technology Transferring” of Taiwan biotechnology corporation; c. a case study of Taiwan biotechnology corporation, including the IP Marketing Strategy analysis and the key successful factors as reference for other corporations; d. the core structure of IP Marketing Strategy and IP Marketing Strategy planning; and e. strategy suggestions for “Patent Licensing and Technology Transferring” and the potential problem analysis of the industry to Taiwan biotechnology corporation. This study proposes that the Taiwan biotechnology corporation must put the 6P factors of IP Marketing into consideration and target to dominate Industry Chain, to control Value Chain, and to allocate Supply Chain. They should also take the correct IP Business Model of “Patent Licensing and Technology Transferring”, and then think in the position of the targeted licensee through the examination of “9 Theories of Strategy” to find out the most suitable IP Marketing strategy. They should also take the characteristics of “Organizational Marketing” into consideration in practice. This study comes to the conclusions below with case study and qualitative methods: a. The quality of patents is always important in “Patent Licensing and Technology Transferring” to meet the industry and market demand and thus to reinforce the technology transferring achievement. b. “Patent Licensing and Technology Transferring” is complicated, highly professional and closely related to the market. c. The success of any corporation of any industry lies on a correct IP Marketing Strategy and a legitimate method. d. Once the correct IP Marketing Strategy is settled, the only key factor to success will be how to enforce the strategy.

Empresas brasileiras que desejam conquistar novos mercados exportando precisam estar atentas aos diversos atributos analisados por compradores corporativos internacionais, alavancando sua competitividade em um cenário de disputa acirrada. Um desses atributos é a imagem do país de procedência dos produtos. Apesar de esse tema já ser abordado há quase cinco décadas na literatura mundial, os estudos a respeito da influência da imagem do país nas transações entre empresas (ditas business-to-business, B2B, ou organizacionais) são ainda em pequena quantidade, no Brasil e no mundo. O objetivo desta dissertação foi analisar a influência que a imagem do Brasil pode exercer sobre consumidores organizacionais de outros países, especificamente no segmento de alta intensidade tecnológica - o setor que mais investe em pesquisa e desenvolvimento no Brasil. Esta pesquisa, empregando o método exploratório de estudos multicasos com três empresas, envolveu seus próprios executivos e compradores internacionais, e traz contribuição à literatura acadêmica, que dispõe de poucas fontes sobre negócios B2B associados com o efeito país-de-origem. A pesquisa foi qualitativa e exploratória, e entrevistas em profundidade foram realizadas em duas etapas, com profissionais de empresas brasileiras que exportam e, em seguida, com consultores, agentes de vendas e compradores de outros países. Algumas entrevistas foram pessoais, e outras, via telefone ou internet. Das cinco proposições do estudo, duas foram confirmadas, uma confirmada parcialmente e duas não foram confirmadas. Encontrou-se que a imagem do país traz impacto à decisão de compra, mas com ressalvas, como o fato de a situação ser ou não de recompra, e dependendo de qual país está comprando. O Brasil foi bem visto especificamente no segmento de aviação civil comercial, a ponto de a Embraer trazer, a quem atua neste segmento, uma imagem positiva do Brasil como desenvolvedor de tecnologias aeronáuticas. O país foi visto negativamente no segmento de automação, nas situações de recompra em que houve experiências negativas com empresas brasileiras vendendo na Europa; positivamente em automação pelo mercado colombiano e de forma neutra por compradores que participam de processos complexos no segmento de energia nuclear - desde que, nesse caso, os requisitos técnicos sejam cumpridos. Para alguns entrevistados do segmento de automação, o Brasil precisa divulgar mais suas tecnologias por meio de incentivos das iniciativas pública e privada, e as empresas brasileiras devem participar de grupos de usuários de suas tecnologias, além de desenvolver parceiros no exterior. Caracterizaram-se como limitações da pesquisa o número de casos e segmentos de alta intensidade tecnológica estudados, assim como questões técnicas relacionadas à má compreensão de trechos das entrevistas pelo telefone ou devido à conexão de internet, quando estes meios foram utilizados. / Brazilian companies which intend to reach new markets abroad need to be conscious to the several cues analyzed by their international buyers, concerning their products. By taking this care, it is possible to leverage their competitiveness in a fierce market scene. One of these cues is the country of origin of the products. Although this theme had been addressed for almost five decades in the world literature, the research related to the country\'s image influence over the transactions between organizations (business-to-business or B2B transactions) is still narrow - in Brazil and in the whole world. This qualitative research targets the influence of Brazil\'s image over international buyers, specifically in the high-technology industries. It uses the exploratory multi-case technique with three Brazilian companies and in-depth interviews with their executives, external consultants and international customers. Some of the interviews were in person, others by internet or telephone. Five propositions are presented, two of which confirmed, other two not confirmed and one of them confirmed partially. The results show that Brazil\'s image brings impact over the purchasing decision of organizational buyers from abroad, but with reservations. It depends on the purchasing situation, if it is a new process or a repurchase. Depending on the country where the interviews were conducted, different opinions appeared, like negative or neutral ones in countries from Europe, and positives in Colombia. Whether bad experiences in the past happened with European buyers, re-purchasing situations bring a negative image to Brazil. It was founded that in case of more complex situations - like the purchase of nuclear power plants items - technical issues were strongly more important than country\'s image, reducing COO effect or almost making it disappear. In addition, Brazil has a positive image in the aviation industry, and Embraer raises the country\'s evaluation as an aeronautical developer to the eyes of organizational buyers from abroad. For some of the interviewees from the automation industry, Brazil needs to disclose its technologies via public or private agencies, and its companies need to be present at technical groups of study and discussion of other countries. The number of cases and industries studied were limitations to this research, and technical issues like the comprehension of some parts of the interviews made via internet or telephone.

Empresas brasileiras que desejam conquistar novos mercados exportando precisam estar atentas aos diversos atributos analisados por compradores corporativos internacionais, alavancando sua competitividade em um cenário de disputa acirrada. Um desses atributos é a imagem do país de procedência dos produtos. Apesar de esse tema já ser abordado há quase cinco décadas na literatura mundial, os estudos a respeito da influência da imagem do país nas transações entre empresas (ditas business-to-business, B2B, ou organizacionais) são ainda em pequena quantidade, no Brasil e no mundo. O objetivo desta dissertação foi analisar a influência que a imagem do Brasil pode exercer sobre consumidores organizacionais de outros países, especificamente no segmento de alta intensidade tecnológica - o setor que mais investe em pesquisa e desenvolvimento no Brasil. Esta pesquisa, empregando o método exploratório de estudos multicasos com três empresas, envolveu seus próprios executivos e compradores internacionais, e traz contribuição à literatura acadêmica, que dispõe de poucas fontes sobre negócios B2B associados com o efeito país-de-origem. A pesquisa foi qualitativa e exploratória, e entrevistas em profundidade foram realizadas em duas etapas, com profissionais de empresas brasileiras que exportam e, em seguida, com consultores, agentes de vendas e compradores de outros países. Algumas entrevistas foram pessoais, e outras, via telefone ou internet. Das cinco proposições do estudo, duas foram confirmadas, uma confirmada parcialmente e duas não foram confirmadas. Encontrou-se que a imagem do país traz impacto à decisão de compra, mas com ressalvas, como o fato de a situação ser ou não de recompra, e dependendo de qual país está comprando. O Brasil foi bem visto especificamente no segmento de aviação civil comercial, a ponto de a Embraer trazer, a quem atua neste segmento, uma imagem positiva do Brasil como desenvolvedor de tecnologias aeronáuticas. O país foi visto negativamente no segmento de automação, nas situações de recompra em que houve experiências negativas com empresas brasileiras vendendo na Europa; positivamente em automação pelo mercado colombiano e de forma neutra por compradores que participam de processos complexos no segmento de energia nuclear - desde que, nesse caso, os requisitos técnicos sejam cumpridos. Para alguns entrevistados do segmento de automação, o Brasil precisa divulgar mais suas tecnologias por meio de incentivos das iniciativas pública e privada, e as empresas brasileiras devem participar de grupos de usuários de suas tecnologias, além de desenvolver parceiros no exterior. Caracterizaram-se como limitações da pesquisa o número de casos e segmentos de alta intensidade tecnológica estudados, assim como questões técnicas relacionadas à má compreensão de trechos das entrevistas pelo telefone ou devido à conexão de internet, quando estes meios foram utilizados. / Brazilian companies which intend to reach new markets abroad need to be conscious to the several cues analyzed by their international buyers, concerning their products. By taking this care, it is possible to leverage their competitiveness in a fierce market scene. One of these cues is the country of origin of the products. Although this theme had been addressed for almost five decades in the world literature, the research related to the country\'s image influence over the transactions between organizations (business-to-business or B2B transactions) is still narrow - in Brazil and in the whole world. This qualitative research targets the influence of Brazil\'s image over international buyers, specifically in the high-technology industries. It uses the exploratory multi-case technique with three Brazilian companies and in-depth interviews with their executives, external consultants and international customers. Some of the interviews were in person, others by internet or telephone. Five propositions are presented, two of which confirmed, other two not confirmed and one of them confirmed partially. The results show that Brazil\'s image brings impact over the purchasing decision of organizational buyers from abroad, but with reservations. It depends on the purchasing situation, if it is a new process or a repurchase. Depending on the country where the interviews were conducted, different opinions appeared, like negative or neutral ones in countries from Europe, and positives in Colombia. Whether bad experiences in the past happened with European buyers, re-purchasing situations bring a negative image to Brazil. It was founded that in case of more complex situations - like the purchase of nuclear power plants items - technical issues were strongly more important than country\'s image, reducing COO effect or almost making it disappear. In addition, Brazil has a positive image in the aviation industry, and Embraer raises the country\'s evaluation as an aeronautical developer to the eyes of organizational buyers from abroad. For some of the interviewees from the automation industry, Brazil needs to disclose its technologies via public or private agencies, and its companies need to be present at technical groups of study and discussion of other countries. The number of cases and industries studied were limitations to this research, and technical issues like the comprehension of some parts of the interviews made via internet or telephone.