STRENGTHEN RESEARCH & INNOVATION CAPACITY AND SKILLS THROUGH NEUROMARKETING AND ARTIFICIAL INTELLIGENCE FOR IMPROVING TURKISH SME'S PERFORMANCE

Methodologies Research programs with SMEs pilots. An analysis of the hospitality sector in Turkey is conducted. Additionally, an open call is made for SMEs to improve their management and organization through the established BMI Lab 23 STRENGTHEN RESEARCH & INNOVATION CAPACITY AND SKILLS THROUGH NEUROMARKETING AND ARTIFICIAL INTELLIGENCE FOR IMPROVING TURKISH SME’S PERFORMANCE XXXV Congreso Internacional de Marketing Cuenca, 2024 11-13 de Septiembre The European Project REMODEL (HORIZON-WIDERA-2021-ACCESS-03-01) aims to enhance the research and innovation capacity and skills of Bursa Uludag University (Turkey) by leveraging the expertise, state-of-the-art knowledge, and tools provided by its twinning partners (University of León, Spain, and Atlantic University, Ireland). Specifically, it aims to equip them with the necessary knowledge and tools in consumer behaviour, neuromarketing, artificial intelligence, leadership, and entrepreneurship The project is progressing according to the planned schedule. Online training sessions have been completed to enhance the R&I profile of Bursa Uludag University in the development of innovative business models, neuromarketing, consumer behaviour, and artificial intelligence. Additionally, several staff exchanges have taken place, strengthening relationships between international researchers and solidifying knowledge in the aforementioned disciplines. Furthermore, a Summer School on neuromarketing has been organized, featuring high-quality speakers in the field, and fostering connections for future collaborations. Regarding academic output, progress has been made with the project being presented at various conferences and several articles undergoing review in specialized journals With the expertise, knowledge, and resources provided by two twinning partners (University of León and Atlantic University), the project aims to improve research and innovation (R&I) capacity and skills of Bursa Uludag University in innovative business models. In addition, it enhances the capabilities for managing and administering European research and innovation programmes A novel Business Model Innovation (BMI) laboratory will be established, employing the acquired knowledge and skills in consumer behavioural analysis, neuromarketing, leadership, and entrepreneurship to develop innovative business models for ten Turkish SMEs in the hospitality sector, amidst the COVID-19 pandemic Objectives 1 Costa-Feito, Aroa1; Blanco-Moreno, Sofía1; Rodríguez Santos, Carmen1; Poroy-Arsoy, Aylin2 1University of León, Faculty of Economics and Business Sciences (León, Spain) 2Bursa Uludag University, Faculty of Economics and Administrative Sciences (Bursa, Turkey) Capacity building training of Bursa Uludag University. Within this area, the BMI Lab is established. University of León provides training to researchers in consumer behaviour, neuromarketing, and artificial intelligence, while Atlantic University focuses on leadership and entrepreneurship Long-term impact generation. Establish joint academic programs, propose new projects for the European Commission, develop clusters, engage local R&I funding agencies, and carry out communication and dissemination activities State of the project This study is supported by REMODEL project which is funded by the European Union's Horizon Europe research and innovation programme under grant agreement No 101079203. Views and opinions expressed are however those of the author(s) only and do not necessarily reflect those of the European Union. Neither the European Union nor the granting authority can be held responsible for them.