Methodological principles of marketing support of intellectual property commercialization

The aim of the article. The purpose of this study is to form scientific and methodological provisions and practical recommendations for determining methodological and organizational and economic dominants, which become one of the main driving forces to ensure an effective process of commercialization of intellectual and innovative technologies. Analyses results. Theoretical and methodological issues of marketing support of intellectual technologies are considered. A study of the essence of the term "intellectual property" and based on the generalization of existing proposals of various researchers provided an author's definition of this definition. The category of "intellectual property" is proposed to be understood as a system of relationships that arise in the process of creating and using an intellectual product, as well as the distribution of the results of this use. This definition combines the key components of the system of property relations: the right of ownership, use and disposal of property, as well as the main characteristic of objects - their belonging to an intellectual product. The degree and efficiency of their commercialization is determined as the main component of marketing support of intellectual and innovative technologies. The main prerequisites for the emergence of the term "intellectual property", which include historical, technological, economic, legal and psychological. The need to separate the need to separate the concepts of "intellectual property", "intellectual capital", "intellectual product" and "intangible assets", which are often used in the same context, but have significant semantic differences. The study of the most commonly used models of commercialization of technologies allows us to identify the following: use in their own production; sale of property rights; licensing; strategic alliance; joint venture; creation of a dedicated enterprise. The level of commercial risk when using different models of technology commercialization is determined. It has been proven that the sale of property rights is the least risky, because in most cases it is a one-time exchange of money for technology. Conclusions and directions for further research. The study of marketing support of intellectual and innovative technologies allows to assess the methodological and scientific-theoretical essence of intellectual property from new perspectives. The predominant identification of this category only with legal mechanisms does not allow the full introduction into commercial circulation of both directly intellectual property and innovative technologies created with its use. There is a real opportunity in a completely different direction to carry out market commercialization using different models of commercialization. The authors connect the prospects of further research with the development of a mechanism for effective management of intellectual property in an industrial enterprise and the creation of methodological bases for assessing the commercial potential of intellectual and innovative technologies at all stages of their life cycle.