Marketing as the most critical factor in commercialisation of startups based on universities Online publication date: Mon, 20-Mar-2023
by Marina Romanovich; Hossein Mohseni; Aidin Salamzadeh; Sepideh Nasiri; Liudmila Romanovich
International Journal of Research, Innovation and Commercialisation (IJRIC), Vol. 4, No. 2, 2022
Abstract: This article described the most critical problems related to the marketing of startups created based on universities. The approach of a scientist developing and commercialising a prototype is significantly different from the process designed in a free market. In this study, methodological paradigms and research aspects of the need for marketing in the activities of startups are considered, especially those created based on scientific organisations, which is a little-studied topic. The authors conducted research based on data from Russia and Iran. This paper suggests focusing on the marketing plan, allocating funding for this area, and attracting marketers or including them in the project team, which will allow a startup to create a new product or technology for the market's needs, and then search for a sales market. The approach proposed by the authors will increase the efficiency of commercialising results by startup companies.
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