Commercialization of NTU “KhPI” innovations with digital marketing tools in the experience economy
Authors: Marchenko A. P , Kryvobok R. V , Tataryntseva Y. L , Lapuzina O. M 
Published: February 2025

Purpose. Formation of theoretical and methodological approaches to the definition of effective tools for the commercialization of university startups based on taking into account the emotional aspect of interaction with consumers and investors.

Methodology. The methodological basis of the study was the modern achievements obtained in the field of innovative theory and the conceptual foundations of the economy of impressions. The following methods of scientific research were used as specific research tools: a systematic approach, based on which the place of the concept of the economy of impressions in the process of commercialization of startups in the university environment was determined; generalization and systematization – when determining the benchmarks of consumer behavior in relation to innovations and motivational mechanisms of innovative activity in the business sector; comparative analysis – when distinguishing the peculiarities of startups of NTU “KhPI” and Stanford University; analysis and synthesis – when distinguishing the directions of using impression marketing at different stages of the startup’s development.

Findings. The article proposes a new perspective on the commercialization process of university-based startups through the lens of the experience economy concept. Six key stages of startup development are identified: idea, incubation, prototype development, promotion, servicing, and scaling. The components of the university’s sustainable innovation ecosystem are characterized, including the Spark startup center, the research and development unit, the technology park, as well as external and internal events that facilitate the commercialization of innovative projects. The study highlights that digital marketing, with an emphasis on its emotional aspect, plays a crucial role in engaging both consumers and investors at every stage of commercialization. Specific digital marketing tools, such as social media platforms, webinars, interactive content, and personalized advertising campaigns, are explored for their ability to enhance audience engagement and foster an emotional connection with the product. Key sources of startup funding are identified, including consumer sales, investor contributions, and grant programs.

Originality. An improved theoretical and methodological approach is formed to determining the directions of commercialization of university startups, which, unlike the existing ones, involves taking into account the emotional aspect of the interaction of the subjects of innovative activity and influencing their behavior through digital marketing tools.

Practical value. The proposed recommendations for using the concept of economics of impressions in the commercialization of startups can be the basis for developing strategies for promoting new products and services. The use of emotional marketing at different stages of startup development, such as incubation and scaling, will provide competitive advantages, facilitating better adaptation of startups to market conditions and consumer requests. The results of the study can be used in the practice of universities to support startups, as well as in entrepreneurship training programs.