Purpose This paper aims to demonstrating that the former new institutional theory of isomorphism and decoupling cannot be extended, modified or refuted as it is a closed theory. By analyzing the structure of this former version of institutional theory and its numerous modern competitors (institutional entrepreneurship, institutional work and institutional logics theories) it is argued that these alternative theories demonstrate even less explanatory and predictive power and do not refute or extend their predecessor. The rise of new organizational theories can have no other effect on classic institutional theory than to limit the domain of its applicability. In turn, there are a number of principles and conditions that future theories should meet to be accepted as progressive advancements. Design/methodology/approach The paper provides a review of relevant organizational and philosophical literature on theory construction and scientific progress in organizational research and offers a set of principles and demands for those new theories that seek to challenge new institutionalism. Findings The authors show that the former institutional theory satisfies two main criteria that any scientific theory should conform with following it is useful and falsifiable in term of giving explanations and predictions while, at the same time, clearly specifying what can be observed and what cannot; what can happen and what is not likely to occur. Modern institutional theories cannot demonstrate this quality and they do not satisfy these criteria. Moreover, institutional isomorphism theory is a closed theory, which means it cannot be intervened with changes and modifications and all future theories should develop their theoretical propositions for other domains of applications while they should account for all empirical phenomena that institutional theory successfully explains. Originality/value Adopting instrumental view on organizational theories allowed reconstructing the logic and trajectory of organizational research evolution and defends its rationality and progressive nature. It is also outlined how existing dominant theory should be treated and how new theories should challenge its limitations and blind spots and which philosophical and methodological criteria should be met.

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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.

The paper focuses on the problem of actualizing the role of science as a complex system in the prospects of development of society and man. The development of science is shown to have led to the formation and assertion of information and digital reality. It has accelerated the pace of globalization in all spheres of life— from obtaining information to knowledge, from the expansion of visual communication to stimulating the movement of people, technology and finance. At the same time, the introduction of scientific innovations deepens the polarization of countries, continents and regions in terms of technological potential. The growing complexity of the modern world can be realized by appropriate complex thinking. The paper has revealed the main stages of formation of a new type of personality capable of understanding the complex world, independent decision-making, in the process of cognition and freedom of behavior in a situation of radical transformation of values of science and culture. The dynamics of changes in science, technology, socio-cultural and economic life is determined as well. This situation gives rise to a new “reflective society”, corresponding to the initial levels of information theory of complexity, in the context of which human activity becomes non-linear, innovative and chaotic. It is emphasized that understanding the dynamics of a complex world and its systems stimulates the emergence of new approaches in management theory. In their context, the task of forming complex thinking is set, the ways of its active introduction into the culture of scientific knowledge and learning are determined.