MARKETING STRATEGY AS A FACTOR TO DEVELOP TECHNOLOGY TRANSFER CENTERS AND COMMERCIALIZATION OF INTELLECTUAL PROPERTY ITEMS
Innovative companies are facing serious difficulties in diffusion of innovations. To resolve this issue there are technology transfer centers, the effectiveness of which largely determine the characteristics of marketing strategies in the field of technology commercialization. The authors provide some guidance on strategy development.
Keywords: innovation, marketing strategy, technology transfer centers, intellectual property.
Vera Y. Tyurina, Doctor of Economics, Professor; Arkadiy P. Plotnikov, Doctor of Economics, Professor; Anna A. Ippolitova, Candidate of Economics, assistant. - Yuri Gagarin State Technical University of Saratov.