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Summary Marketing for research and science-based organizations is complex and not well understood; especially by the research, scientific, and technical communities. This paper presents a conceptual framework for scientists in research and science-based organizations to think about their organization’s marketing and sales functions, and related processes. NASA, one of the world’s most successful research organizations, which put two American astronauts on the moon in approximately 8 years, is briefly explored. The role of 21st Century research and science-based organizations in creating societal, organizational, and individual wealth is examined via a conceptual framework of the virtuous wealth creation process. Two forms of intrinsic organizational cultural conflict are examined; the external cultural conflicts between potential customers and the technology organization, and the internal conflict between scientists and economic managers. Strategic marketing is addressed and consists of market need, market segmentation, choosing a target market, and the organization’s position relative to the target market and competition. Tactical marketing (AKA sales) and its elements are delineated - product, price, promotion, physical distribution, and most importantly - personnel. The integration of all elements of strategic and tactical marketing into a cohesive whole is underscored. Additionally, several marketing and sales questions are posed to facilitate self-assessment by research and technology-based organizations.

Scientists and engineers create the scientific and technological knowledge to generate societal and individual wealth and related economic growth. The article explores wealth creation, worldwide research and development (R&D) expenditures, US R&D expenditures by business, government, and academic organizations and economic sectors, and profiles the US science and technology workforce including recruiting and compensation costs. The process of recruiting scientists and engineers is profiled. Many technology based companies are currently using artificial intelligence algorithms to assess applicants’ technology knowledge and select the optimal job candidate. Are there non-technical personality traits which are equally important in recruiting scientists’ and engineers performance? What non-technical personality traits should a research and scientific organization assess to decide among position candidates? Five non-technical character traits to evaluate candidates in hiring decisions are intelligence, imagination, initiative, interpersonal skills, and integrity are explored. Specific questions to ask candidates are suggested to investigate each trait.

Artykuł “Komercjalizacja wiedzy z zakresu biotechnologii – perspektywa amerykańska i globalna” pokazuje czym są i jaką wartość dla przemysłu stanowią nauki biotechnologiczne. Naukowcy z uniwersytetów amerykańskich prezentują również proces komercjalizacji technologii, w którym uwzględniają okres trwania poszczególnych etapów. Artykuł podkreśla rolę czasu w rozwoju technologii i produktów w sektorze biotechnologii oraz znaczenie licencjonowania w transferze wyników badań do przedsiębiorstw na rynku amerykańskim. Podrozdział monografii autorstwa W. B. Zehner, Dariusza M. Trzmielaka i J. A. Zehner jest syntetycznym spojrzeniem na rynek globalny biotechnologii z perspektywy ostatnich kilku lat. Konkluzje zawarte w publikacji wyraźnie wskazują, że pomimo dużego ryzyka związanego z komercjalizacją biotechnologii rynki wciąż skłonne są inwestować w projekty badań, nowe technologie i produkty w analizowanym przez autorów artykułu sektorze. Dodatkowo podkreślona jest tendencja powstawania i rozwoju nowych segmentów rynku. Biotechnology is a rapidly emerging domain that is impacting how we live and work daily. This paper delineates some of the major biotechnologies, their applications, and benefits to both societies and individuals. Challenges to commercialization to move biotech research from the lab to the marketplace are explored. The financial value of biotechnology is captured when the research breakthrough solves an economic societal challenge. The path is to commercialization is especially perilous for biotech due to its long lead time – measured in decades – and costs to transform the ideas into an innovation. Additionally, issues of intellectual property, patenting and licensing in the biotech industry are probed. Caveats on biotech’s growth rate are examined and future prospects are prognosticated. Udostępnienie publikacji Wydawnictwa Uniwersytetu Łódzkiego finansowane w ramach projektu „Doskonałość naukowa kluczem do doskonałości kształcenia”. Projekt realizowany jest ze środków Europejskiego Funduszu Społecznego w ramach Programu Operacyjnego Wiedza Edukacja Rozwój; nr umowy: POWER.03.05.00-00-Z092/17-00.