Me hodologies
Resea ch p og ams wi h
SMEs pilo s. An analysis o he
hospi ali y sec o in Tu key is
conduc ed. Addi ionally, an open
call is made o SMEs o
imp o e hei managemen and
o ganiza ion h ough he
es ablished BMI Lab
23
STRENGTHEN RESEARCH & INNOVATION CAPACITY AND
SKILLS THROUGH NEUROMARKETING AND ARTIFICIAL
INTELLIGENCE FOR IMPROVING TURKISH SME’S PERFORMANCE
XXXV Cong eso In e nacional de Ma ke ing
Cuenca, 2024 11-13 de Sep iemb e
The Eu opean P ojec REMODEL (HORIZON-WIDERA-2021-ACCESS-03-01)
aims o enhance he esea ch and inno a ion capaci y and skills o Bu sa Uludag
Uni e si y (Tu key) by le e aging he expe ise, s a e-o - he-a knowledge, and
ools p o ided by i s winning pa ne s (Uni e si y o León, Spain, and A lan ic
Uni e si y, I eland). Speci ically, i aims o equip hem wi h he necessa y
knowledge and ools in consume beha iou , neu oma ke ing, a i icial
in elligence, leade ship, and en ep eneu ship
The p ojec is p og essing acco ding o he planned schedule. Online aining sessions ha e
been comple ed o enhance he R&I p o ile o Bu sa Uludag Uni e si y in he de elopmen o
inno a i e business models, neu oma ke ing, consume beha iou , and a i icial in elligence.
Addi ionally, se e al s a exchanges ha e aken place, s eng hening ela ionships be ween
in e na ional esea che s and solidi ying knowledge in he a o emen ioned disciplines. Fu he mo e,
a Summe School on neu oma ke ing has been o ganized, ea u ing high-quali y speake s in he
ield, and os e ing connec ions o u u e collabo a ions. Rega ding academic ou pu , p og ess
has been made wi h he p ojec being p esen ed a a ious con e ences and se e al a icles
unde going e iew in specialized jou nals
Wi h he expe ise, knowledge, and
esou ces p o ided by wo winning
pa ne s (Uni e si y o León and A lan ic
Uni e si y), he p ojec aims o imp o e
esea ch and inno a ion (R&I)
capaci y and skills o Bu sa Uludag
Uni e si y in inno a i e business
models. In addi ion, i enhances he
capabili ies o managing and
adminis e ing Eu opean esea ch and
inno a ion p og ammes
A no el Business Model Inno a ion
(BMI) labo a o y will be es ablished,
employing he acqui ed knowledge and
skills in consume beha iou al analysis,
neu oma ke ing, leade ship, and
en ep eneu ship o de elop inno a i e
business models o en Tu kish SMEs
in he hospi ali y sec o , amids he
COVID-19 pandemic
Objec i es
1
Cos a-Fei o, A oa1; Blanco-Mo eno, So ía1; Rod íguez San os, Ca men1; Po oy-A soy, Aylin2
1Uni e si y o León, Facul y o Economics and Business Sciences (León, Spain)
2Bu sa Uludag Uni e si y, Facul y o Economics and Adminis a i e Sciences (Bu sa, Tu key)
Capaci y building aining o
Bu sa Uludag Uni e si y. Wi hin
his a ea, he BMI Lab is
es ablished. Uni e si y o León
p o ides aining o esea che s in
consume beha iou ,
neu oma ke ing, and a i icial
in elligence, while A lan ic
Uni e si y ocuses on leade ship
and en ep eneu ship
Long- e m impac gene a ion.
Es ablish join academic
p og ams, p opose new p ojec s
o he Eu opean Commission,
de elop clus e s, engage local
R&I unding agencies, and ca y
ou communica ion and
dissemina ion ac i i ies
S a e o he p ojec
This s udy is suppo ed by REMODEL p ojec which is unded by he Eu opean Union's
Ho izon Eu ope esea ch and inno a ion p og amme unde g an ag eemen No
101079203. Views and opinions exp essed a e howe e hose o he au ho (s) only and
do no necessa ily e lec hose o he Eu opean Union. Nei he he Eu opean Union no
he g an ing au ho i y can be held esponsible o hem.
