Tartu Teaduspargi kommunikatsioonistrateegia lähtealused
Date
2011
Authors
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Publisher
Tartu Ülikool
Abstract
The basis of communication strategy for Tartu Science Park: resident-firms
communication
The aim of the master thesis was to map communication problems Tartu Science Park (also
TSP) has with resident-firms and to create a communication strategy for resident-firm
communication. The strategy also incorporates communication goals and messages to other
crucial target groups, since no strategic work has been done in that field.
The main problems are resident-firms’ image of Tartu Science Park as a real estate,
encapsulation to one’s workspace and minor interest in Science Park’s daily activity. TSP has
limited possibilities to take up communication as strategically planned organisation
management tool, because of project based financing, lack of time and disunity of project
managers’ work assignments. Communication is not prioritized as return in communication
can not be measured at a blink of an eye. Tartu Science Park doesn not have communication
specialist and hence there is no strategical planning, only the necessary activities are being
done.
The deeper analysis of communication problems revealed that it is not possible to solve
problems accumulated by years and changes need to be done in organisation management,
too. Communication has to become important. It is the precondition of networking and
innovation, which Science Park’s environment already supports. But it is the lack of social
environment enabling to develop collaboration.
Thus, current strategy can only sooth problems and not cure them. The real purpose of
resident-firms communication is creating synergy. However, appropriate ground should be
established at first – getting residents out of their shell and introduce to each other.
Communication is the key in that process.
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