Internal marketing as an instrument for improving of the intellectual potential efficiency of a higher educational institution

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Journal paper

Creative Economy ^{(РИНЦ, ВАК)}
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Volume 10, Number 9 (September 2016)

Citation:

Indexed in Russian Science Citation Index: https://elibrary.ru/item.asp?id=26702366
Cited: 4 by 06.02.2021

Abstract:
The article is dedicated to the problems of formation of the innovational system for managing intellectual potential of higher educational institutions (HEI) based on the modern theoretical approaches in the field of management and marketing. The author demonstrates the relationship between a HEI sustainable development, securing of its stable competitive position on the academic market and the intellectual potential of this institution, as well as the necessity for HEIs to focus on the development of the intellectual potential of the academic staff and training of creative graduates able to think innovatively. All of the above-stated is necessary for the soonest transition of the Russian economy to new technological stage. Formalized description of the task of managing a HEI’s intellectual potential and the generalized model of the development of this potential have been presented. The author describes the role of internal marketing in the solution of the task of activation of the HEI’s staff potential and, as a consequence, quality improvement of the HEI’s intellectual potential, and the efficiency of its use. Strategic measures for the creation of a new environment for the academic (education-and-research) process and formation of an innovational entrepreneurial corporate culture of the HEI have been proposed. The article also includes description of possible changes in the organizational structure of the HEI for the support of the proposed innovations.

Keywords: strategic management, entrepreneurial university, internal marketing, higher educational institution, intellectual potential of a higher educational institution, staff potential of a higher educational institution, competitiveness of a higher educational institution, sustainable development of a higher educational institution

JEL-classification: L21, I23, O34, M31

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