System Analysis of Marketing Tools for Commercialization of Intellectual Property Items at a National Research University

摘要

Background/Objectives: The objective of the paper is to identify marketing tools that enhance the effectiveness of the commercialization processes, promote the formation of methodological approaches to the construction of the complex of marketing tools for commercialization of intellectual property items. Methods: The retrospective content analysis was selected as the main method of investigation for structuring categorical apparatus of the research, portfolio analysis was applied to identify and evaluate the structure of intellectual property items at the Ogarev Mordovia State University. Application of hierarchical decomposition allowed building a pyramid of the intellectual property commercialization objectives. Using a process approach helped to integrate the marketing tools in the process of intellectual property commercialization and form a complex of marketing support for this process based on the principles of integrity and systematicity. Findings: The study carried out a deep analysis of the theory and practice of intellectual property commercialization at the research universities, identified the main marketing tools that enhance the effectiveness of the commercialization process. This allowed forming methodical grounds of to ensure marketing support in the commercialization of intellectual property items. The structure of intellectual property was evaluated; marketing tools were classified and segmented as exemplified by the Ogarev Mordovia State University, with the aim of prioritizing the commercialization and singling out the possibilities to apply marketing tools. The authors' approach to the formation of a complex of marketing tools for commercialization at the research university has been proposed. Applications: Implementation a marketing complex will provide the market launch of intellectual property items sought after by the consumers, it will enhance the effectiveness of the university's research activities, will integrate the needs of industrial sector and the possibilities of the research sector of the economy, which will ensure the construction of an innovative economy.