Formation of the development strategy of the knowledge services institute: aggregating the organizational, social and marketing potential in the omnienvironment

Abstract

The article reflects the author's recommendations for modeling the organizational and information design of the institute of services in the economics of knowledge; methodology for the formation of strategies and tools for the ecosystem and institutional development of the institution of services in the knowledge economy. The key role of ambidexter universities, as well as the built-up public-private partnership with their participation, is justified. A model of the ecosystem as a network of relationships/network interaction and ambidextrical strategies of its participants has been formed. The fourth mission of the university is justified-integrative (as an integrator of various systems). It has been proven that the university, in view of its territorial stability, historical significance, Omni channel activities, the presence of human capital, competencies and potential, as well as taking into account its implementation of the third mission, is able to become a platform uniting various systems in order to carry out positive social transformation to create a better future. A mechanism for implementing the fourth mission of the university is proposed. The need to use a marketing approach and tools at all stages of the strategy implementation is justified; significance of influence tools. The mechanism of action of marketing tools of influence in the knowledge economy is proposed.