Innovative development of Ukraine is possible due to the introduction of an effective mechanism for the promotion of commercially attractive scientific ideas and developments, which are produced at universities, into the domestic and international markets. It is extremely difficult for research universities to negotiate the transfer of their developments due to the lack of an extensive technology transfer infrastructure where an information system would be in place to exchange technological requests and proposals. The authors demonstrate a modern toolkit for the transfer of knowledge and technology, which is actively used by the international academic community and contributes to the consideration of modern specifics in the organization of innovative marketing in research universities. In the article, the authors analyze the role of social and communication tools, namely media and online social platforms, such as Instagram, Twitter, LinkedIn, or YouTube, or other communication search platforms, including Enterprise Europe Network in the technological transfer of world research universities and Ukrainian university practice. The dominance of positive features in the use of media tools for technology transfer proves its viability for the Ukrainian market. Using the tools of media sector it was proposed to develop a modern strategy for commercializing the results of innovative activities of research universities. The article offers considering the process of bringing to commercially attractive results of experimental research at universities based on the methodology of network marketing and education.

Introduction. Currently, R&D activity is the main in all the top universities in the world because it is focused on the acquisition of new knowledge, while educational is only on the use of acquired knowledge. However, in Ukraine, the trend of academic entrepreneurship development has not yet taken on proper significance. Problem Statement. The implementation of the idea of intensifying the innovation-investment movement in Ukrainian universities involves upgrading the existing innovation-oriented infrastructure and developing an effective plan of action for those universities in which material and technical and intellectual foundation till have a well-preserved. Purpose. formulate strategic approaches to the commercialization of research products in modern mega-universities, which generally involves the intensification of research activities in the context of international academic entrepreneurship education as an imperative for the development of a high-tech, export-oriented and socially responsible model of economy. Materials and Methods. The methods of economic (in particular PEST- and SWOT-analyzes) and logic-structural analysis, methods of comparison, synthesis, forecasting, theoretical generalization, as well as economicstatistical methods of analysis of actual data are used. Results. A result of this initiative is to formulate recommendations and steps to increase the non-budgetary sources of funding for university research and innovation activities in Ukraine, in particular by raising the profitability of intellectual property and the creation of small innovative enterprises. Conclusions. The results obtained will allow us to formulate strategic principles in the development of a new methodological paradigm for the commercialization of the results of intellectual work in universities, taking into account the development trends of the world and the features of national science.

Innovative development is the priority of the Ukraine’s ecomonic policy. In order to achieve the stated goal, it is necessary to ensure the transfer of innovative technologies to commercial production. The transmission of research and development (R&D) results to potential customers should be achieved through market mechanisms that cannot work effectively without, first of all, market research and contacts with interested counterparties.The study aims to clarify the possibility of using the IT platform of the Enterprise Europe Network (EEN) as a tool for searching and establishing the contacts between domestic and foreign counteragents. The object of research was the EEN’s IT platform and its mechanism for the innovative solutions implementation. The features of the EEN functioning in Ukraine were investigated. Using the EEN`s tools, the marketing research of current trends in the economic sectors development in the context of cooperation processes was conducted. The possible advantages and disadvantages of the technology transfer in the Enterprise Europe Network were analyzed. The strategy for EEN’s implementation in Ukrainian conditions was formulated. The methods of economic (SWOT and force field) analysis, the comparison method, and the economic-statistical method of analysis of actual data were used. The results of study allowed formulating the strategy and the recommendations for EEN’s development in Ukraine.

The COVID-19 pandemic has become a catalyst for changing the technological order of human development and has accelerated the formation of new forms of organization and business. The change of technological orders causes uneven development of scientific and technological progress, as a result of which the existing technologies deepen, which become dominant and can be superimposed on the existing technological way of life. The purpose of the study is to substantiate changes in technology orders and to analyze the process of digitization as a new trend in the internationalization of technology transfer based on data on the dynamics of business meetings at brokerage events recorded in the Enterprise Europe Network (EEN). The use of EEN IT platform tools and general scientific methods such as analysis and synthesis, induction and deduction, and historical analysis has confirmed the differences between the fifth and sixth technological orders and demonstrated the search for new ways of development for small businesses. The study formulated a general strategy for the digitization process and recommendations for the internationalization of technology transfer using Enterprise Europe Network tools in a pandemic, which include intensifying business activities using cyberspace, changing existing forms of organization, and innovation for small businesses. This strategy became the basis for the formation of a new methodological paradigm for managing the process of internationalization of technology transfer, taking into account the peculiarities of the domestic economy in a pandemic.

Introduction. Modern, equipped with cutting-edge technologies universities are a perfect environment for creating the primary atmosphere of innovative business climate.Problem Statement. The implementation of modern, profitable innovation projects (startups or spinoffs) in the form of small innovative enterprises is a new way of successful commercialization of promising ideas. Universities are perfect site for launching the first startup ideas.Purpose. To study the trends of academic business development in the context of increasing importance of innovation activities, in particular, the role of startups and spinoffs in the activities of foreign and Ukrainian universities.Materials and Methods. There has been used the comparison of world universities ratings. The SWOT-analysis of the prospects of startup and spinoff projects has been carried out based on the universities of Ukraine. Analysis of dependence of the proceeds from innovative achievements on the costs of R&D works has been made.Results. A comparative overview of the trends in the development of academic business abroad and in Ukraine has been made. The national and European legislation in the sphere of formation of R&D products has been analyzed. The factors that sufficiently hamper the development of innovative process in Ukraine have been identified. Recommendations concerning popularizing the innovative and investment activities and establishing fruitful international cooperation have been given.Conclusions. The obtained results enable formulating the principles for the formation of a new methodological paradigm for intellectual assets management in universities taking into account the peculiarities of the development of national science, economy, entrepreneurship, and high-tech market. K e y w o r d s : innovative business, commercialization of innovations, intellectual assets, intellectual property, startup, spinoff, Universities, and academic capitalism. , ie_novikova@meta.ua 2 Національний університет біоресурсів і природокористування України, вул. Героїв Oборони, 11, Київ, 03041, Україна +380 44 527 8081, katerinaalex@ukr.net СТАРТ-АПИ ТА СПІН-ОФИ ЯК ФАКТОР РОЗВИТКУ АКАДЕМІЧНОГО БІЗНЕСУ: ЗАРУБІЖНИЙ ДОСВІД ТА УКРАЇНСЬКІ ПЕРСПЕКТИВИ Вступ. Сучасні, технологічно-оснащені підприємницькі університети є ідеальним середовищем для формування первинної атмосфери інноваційного бізнес-клімату.Проблематика. Реалізація сучасних прибуткових інноваційних проектів (старт-апів чи спін-офів) у формі малих інноваційних підприємств є сучасною формою успішної комерціалізації економічно-перспективної ідеї. Дос коналим осередком для впровадження першого стартап-замислу є університет.