Table 2 Variables of psychological barriers used in the survey questionnaire
Psychological barriers
1
Fear of work changes
2
Lack of psychological assurance
3
Fear of product change
4
Fear of failure
5
Fear of process change
6
Fear of new marketing changes
7
Fear of increase in labor cost
8
Fear of profit loss
9
Lack of trust in digital technology
Secondly, it is necessary to determine the type of business model of innovations
transfer and commercialization in this branch of business, the mechanisms of which
are different in the framework of open innovation concept.
Thirdly, both in selling and in realization of knowledge, one can face
organizational difficulties such as resistance to perceiving other people's ideas and
unwillingness to share personal ones.
For companies that developed innovations, it have been identified main methods
with the purpose of attracting a new client base in the B2B market and increasing the
efficiency of the commercialization of innovative technologies.
CONCLUSION
The presented methods of enhancing the commercialization efficiency of pure
technologies, as components of the innovation transfer strategy, will allow to take into
account the majority of factors that influence this process and make a balanced
managerial decision regarding the choice of strategy and practical implementation of
the innovation transfer process. Efficient transfer and commercialization of
technologies enable the industrial enterprise, the institutions cooperating with it and
the whole society to develop and commercialize the research results, create income
inflows, create new technologies and jobs, and bring tax revenues to the budget, which
is directly related to the welfare growth of the country.
Company that has developed a new solution in the field of pure technologies can
be faces the problem of accepting this decision by market participants. Regardless of
how much the new technology is environmentally friendly, productive and cost-
effective, without efficient commercialization and marketing strategy, many of its
technical advantages may go unnoticed or undervalued. Therefore, along with technical
improvement of the developed technology, enhancing commercialization efficiency
and creating a strong brand are the key factors in the success of the innovative
company.
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