دور الترويج الإلكتروني للبحوث العلمية في تحقيق الميزة التنافسية

الملخص EN

In this research, the role of electronic promotion of scientific research in achieving the competitive advantage at Helwan University was studied from the point of view of faculty members and the supporting agency.

Electronic promotion tools (promotion via websites, promotion through search engines, promotion via e-mail, promotion through indexes, promotion via mobile phones).

This is in addition to studying competitive advantage in terms of its concept, goals, importance, dimensions, sources, characteristics of competitive advantage, strategies for competitive advantage, steps to achieve competitive advantage, and obstacles to achieving competitive advantage.

The analytical descriptive approach was used to reach the results of the research, where the questionnaire was prepared to collect data from the vocabulary of the research community, through a stratified random sample of faculty members and the supporting agency amounted to (384) items, (367) questionnaires were retrieved from them, as they were excluded (7) of them because they did not meet the required conditions, in order to obtain a complete and accurate perception of the subject of the research, and therefore the number of questionnaires that were subjected to statistical analysis amounted to (360) questionnaires, with a rate of 93.75% .

A set of results has been reached, the most important of which are: There is a role for the elements of electronic promotion (electronic advertising, electronic public relations, sales promotion, direct electronic marketing) in achieving the competitive advantage, that there is a role of "cost, speed, quality" in achieving the competitive advantage.

For Helwan University, there are differences in the respondents' responses about the role of electronic promotion of scientific research in achieving competitive advantage at Helwan University due to some demographic variables (gender, years of experience, academic degree).

A set of recommendations were presented, the most prominent of which were: Paying attention to electronic promotion and its role in keeping pace with changes in the needs and desires of customers, keeping pace with means of stimulating electronic sales and facilitating attracting new customers through innovative incentives such as "catalogues, gifts, discount coupons", maintaining promotional tools Related to social sites, activating the use of e-mail in promoting the research services of Helwan University.