Marketing and Management of Innovations最新文献

{"title":"Management of Digitisation Processes in the Field of Social Services","authors":"Farhad Rahmanov, Rashad Salahov, Albina Hashimova","doi":"10.21272/mmi.2023.2-16","DOIUrl":"https://doi.org/10.21272/mmi.2023.2-16","url":null,"abstract":"Thanks to digital technologies, social spheres become increasingly mobile and resistant to transformational processes. Modern society needs to receive high-quality social services in a 24-hour format. It is essential to understand that digitalisation needs to be more socially neutral. On the one hand, digital technologies provide society with new perspectives, opportunities, and solutions, and on the other hand, they can cause the emergence of various risks. Management of the processes of digitalisation of social services involves not only the implementation of digital innovations but also the assessment of the consequences for society and the state. Thus, this article aims to analyse modern trends in digitalisation in the social services field and develop a scientific and methodological approach that will formalise the functional connections between digitalisation and the spheres of education, healthcare, and social protection. In the article, these statements are confirmed by the bibliometric analysis of keywords co-occurrence. It made it possible to identify the following vectors among studies of digitalisation in the field of social services: education, health care, and social protection, which foresee a change in the very essence of digitalisation through the prism of different scientifical approaches. In this regard, this article is devoted to studying the influence of digitalisation on critical indicators of education, health care, and social protection using Principal Component Analysis, Canonical Correlation Analysis and Multiple Regression Modelling. Based on a sample of 35 European countries in 2020-2022. Three canonical models were built, each of which tested the functional relationship between the indicators of the information and communication sector of the studied countries (Percentage of the ICT sector on GDP, Percentage of the ICT personnel in total employment, Percentage change of value added by ICT sector at current prices) and selected indicators of education, health care and social protection. As a result, it was found that, in general, the development of digital technologies has a positive effect on social services—still, the most significant relationship between digitalisation and the sphere of education and health care. As a result of regression modelling, it was found that the Percentage of the ICT personnel in total employment and the Percentage change of value added by the ICT sector at current prices are positively influenced by the Employment rates of recent graduates and negatively by Hospital beds and Expenditure on social protection.","PeriodicalId":45989,"journal":{"name":"Marketing and Management of Innovations","volume":"1 1","pages":""},"PeriodicalIF":1.3,"publicationDate":"2023-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"67644816","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Unlocking the Potential: The Impact of Innovative Capability on Process, Product, and Market Innovation and Firm Performance","authors":"Nadeem Akhtar","doi":"10.21272/mmi.2023.2-03","DOIUrl":"https://doi.org/10.21272/mmi.2023.2-03","url":null,"abstract":"This research study aims to investigate the role of innovative capability in relation to process innovation, product innovation, and market innovation and how they lead to firm performance. In the context of Pakistan, this research is vital as it can guide IT companies in understanding how to improve their innovative capability and therefore their performance in terms of process, product, and market innovation. Data was collected from the employees of software houses in Lahore, Pakistan, using convenience sampling. A structured research questionnaire was designed based on the validated scales. There were a total of 54 items to measure the 8 constructs (Market orientation, Entrepreneurial orientation, customer orientation, innovative capability, process innovation, product innovation, market innovation, and firm performance). By understanding the link between innovative capability and firm performance, companies can improve their ability to introduce new products, services, and marketing practices that meet the needs of their customers. All the relationships have been accepted with p-value less than 0.05, meaning that they are statistically significant. The t-value of each relationship indicates that they are all significant as well, with values greater than 2. Additionally, the beta value also indicates that the strength of all the relationships is positive, in other words, all of the predictors (MO, EO, CO, IC) have positive correlations with their respective criterion variables (PI, MI, PrI, FP). Overall, the mediation analysis revealed significant relationships between innovative capability (IC) and the outcome (FP) through the mediating variables of process innovation (PrI), product innovation (PI), and market innovation (MI). The findings of this study can also be used as a tool to help practitioners and researchers in different industries and across different countries understand how they can align their business strategy with innovative capabilities to achieve better results. Finally, the research results can serve as a basis for future research in the field, providing a foundation for the development of new theoretical models and techniques for measuring and enhancing innovative capability. This research on “innovative capability” and its impact on a company’s performance and ability to create new products and enter new markets can have a significant impact on society by helping businesses to be more competitive and efficient, leading to economic growth and potentially creating new jobs. Additionally, advancements in products and processes can also improve the overall quality of life for consumers. These findings are based on the specific sample used in this particular study and more research would be needed with other control and moderating variables in the specific context of Pakistan. Furthermore, the generalizability of these results may be limited, as this study might not have captured the entire population of IT firms operating in P","PeriodicalId":45989,"journal":{"name":"Marketing and Management of Innovations","volume":"1 1","pages":""},"PeriodicalIF":1.3,"publicationDate":"2023-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"67644263","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Does Dual Quality of Products in the European Union Truly Bother Consumers?","authors":"Lucia Bartková, L. Veselovská","doi":"10.21272/mmi.2023.1-16","DOIUrl":"https://doi.org/10.21272/mmi.2023.1-16","url":null,"abstract":"Dual quality is a situation when a company places its products on international markets under the same brand and in identical or very similar packaging but with different composition or different quality. This has the greatest impact on the satisfaction of consumers, who may feel inferior if they receive lower quality than abroad. Several comparative tests were carried out in Europe, which showed that dual quality exists in the EU, although it was not confirmed that there were always better products in Western Europe. Testing bodies, national politicians, the European Commission, manufacturers and distributors, and consumers abroad also commented on the topic. Several countries conducted research on consumer opinions on dual quality, but similar research was lacking in Slovakia. For a long time, there was also a lack of a solution to this situation, as manufacturers defended themselves by saying that they were only fulfilling the demands of consumers. The main aim of this paper is to examine consumers’ opinions on dual product quality and to identify a solution to this problem that meets their requirements. The analysis of the opinions of consumers in the Slovak Republic was based on the results of primary research conducted on a sample of 987 respondents. The general methodology established by the European Union served as a guideline for formulating proposals for solving the problem of dual quality of goods in the EU, which was adapted to the conditions of the Slovak Republic in accordance with the opinions of Slovak consumers. The main proposal is the establishment of the Slovak Trade Inspection (STI) as the main body responsible for solving the issue of dual quality in Slovakia. STI is supposed to be responsible for receiving and processing suggestions in case of suspicion of dual quality, coordination in ensuring product testing and communication with brand owners. Another important proposal is the intensification of communication with brand owners and the creation of more space for their expression in the event that dual quality offered by them is discovered. As part of testing the use of dual quality as an unfair practice, the prices of the affected products in individual countries should also be investigated.","PeriodicalId":45989,"journal":{"name":"Marketing and Management of Innovations","volume":"1 1","pages":""},"PeriodicalIF":1.3,"publicationDate":"2023-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"67644531","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Investigation of Factors Affecting Generation Z’s Halal Cosmetics Adoption","authors":"Niyazi Gumus, E. Onurlubas","doi":"10.21272/mmi.2023.1-01","DOIUrl":"https://doi.org/10.21272/mmi.2023.1-01","url":null,"abstract":"It is estimated that the Muslim population, which is currently 1.6 billion in total, will reach 2.2 billion in 2030. For this reason, the Muslim population has significant potential in terms of the halal cosmetics sector, as in many other sectors. In addition, the more Muslim population is turning to halal cosmetic products that are not tested on animals, symbolizing cleanliness. In addition to Muslim consumers, consumers also demand halal cosmetic products for various reasons. Since the world halal cosmetics market is expected to reach approximately 54 billion dollars in 2024, the efforts of brands and companies in the halal cosmetics market are increasing. Brands and companies aware of this potential are trying to get a bigger share of the Muslim cosmetic products market with the products they develop. However, industry brands have significant problems motivating consumers to buy halal cosmetics, but consumer behaviour is a complex and dynamic process. The same is true when it comes to halal cosmetic products. Many factors affect consumers’ choice of halal cosmetic products. It is important for brands that want to be successful in the sector and get more shares to learn more about the factors affecting the halal cosmetics demand of Muslim consumers. Only in this way would it be possible for brands to create the right marketing strategies. Generation Z, who is constantly interacting with the world due to their technological competencies and continuously following the developments in every field, is the most important target group for brands. Especially in recent years, Generation Z has been a focused area of research in human resources, marketing, and business strategies. Turkey is a country with a predominantly Muslim population. Generation Z among the Muslim population in Turkey is a potential market for halal cosmetics. Therefore, it is of great importance for cosmetic brands to understand the factors that affect the behaviour of Generation Z to adopt halal cosmetics. Therefore, this study aimed to determine the factors affecting Generation Z’s halal cosmetics adoption. The research was carried out with 550 participants living in Istanbul with the online survey method in November and December 2021. The results showed that product characteristics, social influence, and consumer innovativeness significantly affected Generation Z’s halal cosmetics adoption. Religiosity did not affect their halal cosmetics adoption.","PeriodicalId":45989,"journal":{"name":"Marketing and Management of Innovations","volume":"1 1","pages":""},"PeriodicalIF":1.3,"publicationDate":"2023-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"67644550","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Corporate Social Responsibility of Companies in the Context of Russian Military Aggression in Ukraine","authors":"I. Reshetnikova, K. Sanak-Kosmowska","doi":"10.21272/mmi.2023.2-13","DOIUrl":"https://doi.org/10.21272/mmi.2023.2-13","url":null,"abstract":"The war in Ukraine became a test for many foreign companies from the point of view of implementing the principles of corporate social responsibility, which they had previously declared. This especially affected international businesses, including Polish companies, that actively worked on the Russian and Ukrainian markets, whose economic interests for many years related to cooperation with Russian partners and the sale of Russian goods on the market of Ukraine. This article is devoted to the issue of corporate social responsibility of businesses in the context of Russian military aggression in Ukraine. The main objective of the presented paper was to identify and clarify the role of corporate social responsibility and business attitudes towards corporate social responsibility and its impact on decisions on possible cooperation in times of war. In addition, the specific objective was to identify the effects of Russia’s aggression against Ukraine on business activities conducted by Polish entrepreneurs, considering their attitudes towards corporate social responsibility principles. This goal was achieved through an analysis of the literature on the subject and in-depth interviews conducted with a sample of 100 Polish entrepreneurs. The results indicated that Polish entrepreneurs felt significant negative consequences of the conflict. After Russia’s aggression against Ukraine, most surveyed companies suspended (47,1%) or ended cooperation (43.1%) with Russian partners or exported products to Russia. Contrary to expectations, only some companies (18.4%) cited corporate social responsibility values among the reasons for this decision. It was also shown that there was no relationship between corporate social responsibility involvement and the declared ratings of companies remaining in Russia. In addition, companies reporting to suspend their activities during the conflict are considering a return to earlier cooperation in the future.","PeriodicalId":45989,"journal":{"name":"Marketing and Management of Innovations","volume":"1 1","pages":""},"PeriodicalIF":1.3,"publicationDate":"2023-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"67644600","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Churn Rate Modeling for Telecommunication Operators Using Data Science Methods","authors":"T. Zatonatska, Y. Fareniuk, V. Shpyrko","doi":"10.21272/mmi.2023.2-15","DOIUrl":"https://doi.org/10.21272/mmi.2023.2-15","url":null,"abstract":"The telecommunication company functioned in the market with extremely high competitiveness. Attracting new customers needs 5-10 times more expenses than maintaining an existing one. As a result, effective customer churn management and analysis of the reasons for customer churn are vital tasks for telecommunication operators. As a result, predicting subscriber churn by switching on the competitors becomes very important. Data Science and machine learning create enormous opportunities for solving this task to evaluate customer satisfaction with company services, determine factors that cause disappointment, and forecast which clients are at a greater risk of abandoning and changing services suppliers. A company that implements data analysis and modelling to develop customer churn prediction models has an opportunity to improve customer churn management and increase business results. The purposes of the research are the application of machine learning models for a telecommunications company, in particular, the construction of models for predicting the user churn rate and proving that Data Science models and machine learning are high-quality and effective tools for solving the tasks of forecasting the key marketing metrics of a telecommunications company. Based on the example of Telco, the article contains the results of the implementation of various models for classification, such as logistic regression, Random Forest, SVM, and XGBoost, using Python programming language. All models are characterised by high quality (the general accuracy is over 80%). So, the paper demonstrates the feasibility and possibility of implementing the model to classify customers in the future to anticipate subscriber churn (clients who may abandon the company’s services) and minimise consumer outflow based on this. The main factors influencing customer churn are established, which is basic information for further forecasting client outflow. Customer outflow prediction models implementation will help to reduce customer churn and maintain their loyalty. The research results can be useful for optimising marketing activity of managing the outflow of consumers of companies on the telecommunication market by developing effective decisions based on data and improving the mathematical methodology of forecasting the outflow of consumers. Therefore, the study’s main theoretical and practical achievements are to develop an efficient forecasting tool for enterprises to control outflow risks and to enrich the research on data analysis and Data Science methodology to identify essential factors that determine the propensity of customers to churn.","PeriodicalId":45989,"journal":{"name":"Marketing and Management of Innovations","volume":"1 1","pages":""},"PeriodicalIF":1.3,"publicationDate":"2023-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"67644739","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Management Anomie and Personal Resources of Management Efficiency in Transforming Societies","authors":"Naira Hakobyan, A. Khachatryan, Yuliia Chortok","doi":"10.21272/mmi.2023.2-20","DOIUrl":"https://doi.org/10.21272/mmi.2023.2-20","url":null,"abstract":"Modern society’s social, economic and civilized transformation is manifested in various fields of life. The peculiarities of the transforming society can be seen in critical conditions, of which the war and the economic crisis are especially important. Under these conditions, the problems of management efficiency are increasing more and more. This research aims to discuss management efficiency in transforming society. The article presents one of the main characteristics of the transforming society – the phenomenon of anomie. The object of research is the phenomenon of management anomie in transforming societies. Management anomie is characterized by certain socio-economic features, among which marginalization of management, work addiction, destruction of systemic market relations, uncertainty in planning, the predominance of situational decisions and absence of personnel policy are noted. The main points of interest during this research are internal (personal) and external (societal) resources of managers’ adaptation in the transforming society. There are discussing some ways of solving the problem of management efficiency in transforming society and overcoming management anomie. Results of the research indicate the importance of an interdisciplinary standpoint on the phenomenon of anomie and the development of interdependence of cognitive, emotional and behavioural features of the managers’ adaptation under conditions of management anomie. The research emphasizes certain links between emotional, cognitive and behavioural features of personal resources of management anomie overcoming. The research proves that anomie of management is characterized by certain socio-economic and psychological features which impact management activity. The solution to the scientific problem of management anomie investigation is the methodology for studying personal resources of management efficiency. It should also be noted that these phenomena still need to be completely scientifically studied. It is necessary to conduct a multifaceted and interdisciplinary analysis of the problem to determine the signs characterizing the management anomie and personal resources aimed at management efficiency in transforming society. The investigation generalised in this article gives a start to interdisciplinary and versatile studies of the theory of management anomie.","PeriodicalId":45989,"journal":{"name":"Marketing and Management of Innovations","volume":"1 1","pages":""},"PeriodicalIF":1.3,"publicationDate":"2023-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"67644834","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"The Evaluation of Generation Z in Innovation of Career Success: Comparative Analysis with Generation Y","authors":"Uygar Ozturk, Elvan Yildirim","doi":"10.21272/mmi.2023.2-11","DOIUrl":"https://doi.org/10.21272/mmi.2023.2-11","url":null,"abstract":"The concept of innovation is experienced in generations, as in many other concepts. Intergenerational research, which has been the subject of scholarly inquiry for a considerable period, sheds light on this phenomenon. Despite the extensive attention given to intergenerational mindsets, only some studies have specifically examined the Z generation, who have recently entered the workforce. Notably, attitudes towards innovation vary across generations, with behaviours salient among the Y generation potentially being less relevant for the Z generation. This seems to herald an important difference. It also reveals the importance of deciphering the entire generation Z. Thus, it is paramount to investigate the attitudes and behaviours of the Z generation toward innovation in the business world. Furthermore, it is pertinent to note that career success is linked to innovation. This study focused on objective and subjective measures of career success. It examines the perception of subjective career success between Generation Z and Generation Y and the current situation of objective career success. Objective career success is the achievement of career-related criteria that all individuals can assess uniformly. In contrast, subjective career success refers to the individual’s perception of their success in their career. To measure these constructs, questions and scales were utilized in the research. The sample for the study was composed of 419 individuals from Generation Z and 470 individuals from Generation Y. A quantitative research method was employed to analyse the data, utilizing descriptive statistics, factor analysis, correlation analysis, and independent t-test. The findings indicate that objective and subjective career success perception higher among Generation Y than Generation Z. Looking at the sub-dimensions in the findings of the research, the averages of the Y generation are higher than the Z generation in the sub-dimensions of salary and status, recognition, growth, and development. On the other hand, the average of the Z generation is significantly higher in the personnel life sub-dimension known as work-life balance. Research results and literature show little differences. This study offer valuable insights for businesses, human resources departments, and interdisciplinary researchers. It also aimed to contribute to the literature on career success for the Z generation, who has just entered the business life.","PeriodicalId":45989,"journal":{"name":"Marketing and Management of Innovations","volume":"1 1","pages":""},"PeriodicalIF":1.3,"publicationDate":"2023-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"67644841","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"How Do Psychological Factors, Cognitive Biases фnd Cognitive Dissonance Affect the Work Performance and Decision Making?","authors":"Gayane Tovmasyan","doi":"10.21272/mmi.2023.3-04","DOIUrl":"https://doi.org/10.21272/mmi.2023.3-04","url":null,"abstract":"This paper outlines the viewpoints and opposing perspectives in the scientific discourse on the issue of the impact of psychological factors on the working environment. The analysis of the literature proves that the efficiency of work performance and decision making in organizations also depends on psychological factors. The main goal of the paper is to explore whether psychological factors, cognitive biases and cognitive dissonance affect work performance and decision making․ Understanding the impact of psychological factors on the working environment is important for organizations and decision-making processes, as based on the results, innovative solutions may be applied for better management and HR policies. Methodological instruments are based on a survey and Pearson chi-square analysis. This empirical study presents survey results among 100 participants. According to the results, 83% of respondents think that the most effective managers/employees are calm and balanced people (phlegmatic). Cognitive biases and dissonance hinder work performance, although sometimes people do not realize it. Based on the situations that were frequent among participants, the most frequent cognitive biases are choice-supportive bias, groupthink, authority bias, ostrich effect, IKEA effect, optimism bias, confirmation bias, anchoring bias, etc. However, 90% do nothing to overcome cognitive biases, as many of them do not realize that they have biases. Similarly, 75% mentioned that they have experienced cognitive dissonance in their behavior, but they do nothing to overcome it. The study empirically and theoretically validates that cognitive biases and dissonance can affect decision-making, communications and interactions with other people. The results of the Pearson chi-square analysis showed that mainly phlegmatic people have experienced the influence of cognitive biases and cognitive dissonance on their work experience. Additionally, mainly choleric and phlegmatic people try to overcome cognitive biases, while sanguine people try to do something to overcome cognitive dissonance. The analysis may be useful for organizations, managers, and workers to understand the hindering factors that may affect decision making and work performance. Additionally, the paper recommends using innovative methods of group decision making, developing critical and innovative thinking skills among employees, adjusting HR policies, applying innovative forms and styles of leadership and participative management, etc.","PeriodicalId":45989,"journal":{"name":"Marketing and Management of Innovations","volume":"171 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135839202","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Determinants of Technopreneurial Intention Among University Students: Individual Entrepreneurial Orientation (IEO) as Mediator","authors":"W. Koe, Mohd Rusydi Abdul Rahim, Mohd Halim Mahphoth","doi":"10.21272/mmi.2023.2-17","DOIUrl":"https://doi.org/10.21272/mmi.2023.2-17","url":null,"abstract":"Technology-based entrepreneurship or technopreneur-ship is crucial in driving business innovations in a country, especially in the Industrial Revolution 4.0 era. To date, the Malaysian government has put forth various efforts and implemented many strategies to develop youth technopreneurs. However, the establishment of new technological businesses still needed to be higher. In addition, reluctance to embark on entrepreneurship among university students remained a main issue and challenge. Therefore, the ultimate purpose of this study was to investigate the determinants of technopreneurial intention among university students. The mediating role of individual entrepreneurial orientation (IEO) was also tested. This study employed the Theory of Planned Behavior (TPB) and the concept of IEO as the underpinning theories in developing the model of research and hypotheses. The research method adopted was quantitative because all variables were quantifiable. In particular, it utilised a survey questionnaire. The object of the research was individual university students chosen from a public university in Malaysia. A total of 5030 students was identified as the population of the study. Based on the proportionate stratified random sampling, 358 students were selected as a sample and surveyed. The collected data were further analysed using covariance-based structural equation modelling (CB-SEM). The findings empirically confirmed that contextual elements significantly and positively influenced technopreneurs’ intentions. However, computer and Internet self-efficacy were not significant in influencing technoprenuerial intention. IEO significantly mediated the relationship between contextual elements and technopreneurs’ intention regarding mediation testing. This research proved that aspects of contextual elements such as access to capital, access to information, and social networks were important in encouraging and developing technopreneurs. Furthermore, it confirmed a model for understanding and bolstering technopreneurial intention. It helped the government find significant external factors influencing students’ technopreneurial intention. It also sheds light on establishing effective ways of developing technopreneur-ship among youths early.","PeriodicalId":45989,"journal":{"name":"Marketing and Management of Innovations","volume":"38 1","pages":""},"PeriodicalIF":1.3,"publicationDate":"2023-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"67644872","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}