Article: Marketing as the most critical factor in commercialisation of startups based on universities Journal: International Journal of Research, Innovation and Commercialisation (IJRIC) 2022 Vol.4 No.2 pp.75 - 91 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. Inderscience Publishers - linking academia, business and industry through research

Title: Marketing as the most critical factor in commercialisation of startups based on universities

Authors: Marina Romanovich; Hossein Mohseni; Aidin Salamzadeh; Sepideh Nasiri; Liudmila Romanovich

Addresses: Belgorod State Technological University named after V.G. Shukhov, Kostyukov Street 46, Belgorod, 308012, Russia; K.N. Toosi University of Technology, 470 Mirdamad Ave. West, 19697, Tehran, Iran ' K.N. Toosi University of Technology, 470 Mirdamad Ave. West, 19697, Tehran, Iran ' University of Tehran, North Kargar Avenue, Tehran, 1411713114, Iran ' K.N. Toosi University of Technology, 470 Mirdamad Ave. West, 19697, Tehran, Iran ' Belgorod State Technological University named after V.G. Shukhov, Kostyukov Street 46, Belgorod, 308012, Russia

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.

Keywords: innovative product; starting company (startup); startup marketing; cluster analysis.

DOI: 10.1504/IJRIC.2022.129674

International Journal of Research, Innovation and Commercialisation, 2022 Vol.4 No.2, pp.75 - 91

Received: 05 Sep 2022
Accepted: 15 Sep 2022
Published online: 20 Mar 2023 *

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Title: Marketing as the most critical factor in commercialisation of startups based on universities

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