The New Service Economy - KK-stiftelsen

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The New Service Economy If CTF is to be successful in creating a sustainable financing structure in the future, then a stronger and more sustainable contribution from the university to create a long-term CTF finance plan (up to 5 years) is needed. Another way of developing and sustaining the research from the profile is to find new and alternative sources of funding, for example two projects are conducted on packaging and steel industry supported by EU’s structural funds. However, these projects do not appear to be strongly related to the “service” focus of CTF. During the six year period of Knowledge Foundation financing CTF has grown continuously, but for the future the planning for sustainable financing will be the most important task on both the university and CTF. 7. Information & Communication CTF has informed a variety of constituents about their research activities, particularly the collaboration with firms, via a wide range of media. To illustrate, CTF activities have been mentioned in media (newspapers, TV etc.), the researchers have presented the results in many scientific and practitioner-oriented seminars, and they have organised firm-internal seminars within the collaborating firms. CTF regularly publishes newsletters and their web site is well structured and regularly updated. Thus, many information activities have been carried out. The researchers have primarily communicated their findings to the collaborating firms directly and to the international scientific community. The latter has been done via the conference presentations and the scientific publications, which are numerous. The research group states in the self-evaluation report that the researchers have attempted to write articles in popular business magazines, but it has been difficult to get them published. The research has also been communicated to students via the teaching activities that the researchers have carried out domestically as well as internationally. All in all, the CTF has taken care of the information task. CTF states in their self-evaluation report that the main strategy for communicating the research results has been via personal dialogue – workshops, meetings, person-to-person interactions, and so forth. They seem to have been quite successful in that providing information to industrial partners. However, a general overarching information and communication strategy seems to be lacking and there does not seem to be any one person who is particularly responsible for an information communication strategy. There is no strategy for communication to the public via mass media or to political or industrial decision-makers (outside of the partner-firms). The apparent lack of such a strategy and the relatively low success in mass media communication may explain why CTF has not received the awareness and influence on research policy that it deserves. Not having a well-articulated communication strategy may also have hindered the research results from being com- 68
The New Service Economy municated to a wide range of firms. Thus the industrial impact of the research program “The New Service Economy” at CTF may have been less than it could have been. The personal communication strategy that CTF has chosen may have been very efficient for the industrial partners, but it does not seem to have been very effective in improving the service performance to Swedish firms in general. We recommend CTF create a more clear information and communication strategy in the future to ensure a wide diffusion of the research results to Swedish, and perhaps international, firms. This strategy should include the appointment of a person responsible for the information and communication strategies. 69
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