Scientometrics as a Tool For Strategic Marketing of a Research Institution

Abstract

Introduction. To ensure the sustainable development of R&D activities, it is advisable for research institutions to implement elements of marketing management, particularly strategic marketing, which enables effective managerial decision-making. Applying marketing principles to R&D management enhances the visibility, competitiveness, and societal relevance of institutional research outcomes.
Problem Statement. Th is is currently relevant given that, under the conditions of war, funding for the institutes of the National Academy of Sciences of Ukraine has been significantly reduced.
Purpose. Th is study aims to substantiate the feasibility and effectiveness of using bibliometric and scientometric analysis of global scientific information flows as an instrument of strategic marketing in the management of R&D activities within research institutions.
Materials and Methods. The analysis has been conducted using the Scopus database (Elsevier), whose analytical tools allow the retrieval and examination of publication data on any research topic ba sed on selected keywords. Scientometric indicators have been applied to assess trends, structures, and dynamics in global R&D related to specific scientifi c domains.
Results. Using ceramic nanocomposites as an example, the study has examined the dynamics of publication activity by researchers from various countries, reflecting the relevance and evolution of this R&D direction. The distribution of publications by document types has provided insight into the maturity and stage of global research. Further analysis of publications by performing organizations identified target audiences for potential R&D products, while the distribution by funding organizations allowed for anticipating sponsor priorities and aligning institutional research plans accordingly. The industry-based distribution of publications has revealed potential users and consumers of R&D results. The findings have demonstrated that scientometric analysis is an effective tool for strategic marketing of R&D. It enables institutions to identify key audiences and partners; to detect trends and opportunities for developing new R&D products and services that meet stakeholder needs; to define key topics and concepts in relevant R&D domains to support evidencebased marketing strategies; to establish connections with potential collaborators, co-authors, and grant providers.
Conclusions. Scientometric research provides essential input for defining and adjusting priority R&D areas, as well
as for medium- and short-term planning of institutional research activities. Integrating scientometric tools into strategic marketing promotes evidence-based management, strengthens the competitive positioning of research institutions, and ensures better alignment with global R&D development trends