The duality principle in the management and marketing activities of a scientific organization

The purpose of a study is to analyze existing methods of managing the marketing activities of a scientific organization, identify their advantages and disadvantages and propose a new concept based on a multipolar management system. The paper is based on systemic economic theory. The paper describes four management styles: administrative, authoritarian, bureaucratic and liberal, as applied to the management of a scientific organization. It is shown what opportunities and what risk factors can appear with each management style for each of the subsystems of the managed object: object, process, project and environmental. The composition of these subsystems in the marketing activities of a scientific organization is specified, including the brand of a scientific organization, the entire complex of communication processes, a set of projects implemented within the framework of a scientific organization, including scientific research and holding scientific events, and reputation of a scientific organization among representatives of the target audience of a scientific organization representing the environmental subsystem. Examples of risk factors that may negatively affect the perception of a scientific organization's brand, its communication with the target audience, its perception of scientific results, or its reputation in society are indicated. This study is the first to apply the duality principle as a tool for describing the interaction of a scientific organization with external actors.