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APPLICATION OF INTEGRATED MARKETING IN DEVELOPMENT AND TECHNOLOGY TRANSFER IN UNIVERSITIES (CASE OF CHEMICAL INDUSTRY)

APPLICATION OF INTEGRATED MARKETING IN DEVELOPMENT AND TECHNOLOGY TRANSFER IN UNIVERSITIES (CASE OF CHEMICAL INDUSTRY) APPLICATION OF INTEGRATED MARKETING IN DEVELOPMENT AND TECHNOLOGY TRANSFER IN UNIVERSITIES (CASE OF CHEMICAL INDUSTRY)
Виталий Омельяненко

Артюхов Артем, кандидат технических наук, доцент

Склабинский Всеволод, head of processes and equipment of chemical and petroleum-refineries department, доктор технических наук, профессор

Сумской государственный университет, Украина

Участник первенства: Национальное первенство по научной аналитике - "Украина";

Открытое Европейско-Азиатское первенство по научной аналитике;

В статье рассмотрены основные аспекты применения маркетингового подхода в контексте построения интегрированных структур в университетах и предложены основные маркетинговые составляющие стратегии развития трансфера технологий. На примере технологий производства грануляторов предложены организационно-экономические основы совершенствования процесса их разработки и продвижения на рынок.

Ключевые слова: маркетинг, трансфер технологий, инновации, гранулятор.

The article deals with the main aspects of marketing approach in context of creating integrated structures at universities and suggesting the main components of marketing strategy of technology transfer. For example pellet production technology offered organizational and economic bases of perfection of the process of their development and market promotion.

Keywords: marketing, technology transfer, innovation, granulator.

 

The effectiveness of the innovation process is determined by the efficiency of its tools - technology transfer, namely the transfer of scientific and technical expertise to provide scientific and technical services, applications in industrial processes and product launches. These processes have special importance for universities, which, according to well-known economist M. Finley, "should contribute to the prosperity, the enrichment of society, culture and economy. In its role as guardians, creators and disseminators of knowledge, universities contribute to the enrichment of people and society to which they belong. They should strive to direct their intellectual potential in the service of society" [1].

The marketing aspect plays a special role, but currently in domestic universities is used not very successfully or is not used at all. It leads to the losing of great resources of the country. To confirm this is sufficient to analyze the dynamics of the disappointing reception of patents and occupancy profiles in systems of technology transfer, the dynamics of revenues from the commercialization of intellectual property and technology transfer statistics in budgetary institutions.

On this basis the aim of this work is to analyze the strategic aspects of integrated marketing of scientific research in universities and review it on a practical example in series of granulator, developed in Sumy State University (Sumy, Ukraine).

Marketing in field of research we propose to consider as a comprehensive system that allows to link existing (or potential) intellectual abilities with the needs of the society (environment). In modern conditions to the forefront of technologies development comes integrated marketing, which is implemented in the framework of Kline-Rosenberg model chain (chain-link model). Integrated marketing requires an entirely different approach to conducting research and development activities, to develop and implement innovations. It is no longer thought of the scientist determines the direction of development, and the change and development of consumer preferences, anticipation of new demands and needs. Thus, there is a consideration of the various sources of innovation associated with both information and knowledge and the needs of market.

Today, among the main problems of implementation of the philosophy of integrated marketing in innovation system of universities are follows:

- problem of interaction between the structures of university (implementation of interdisciplinary projects), as well as between the structures of university and business (difficulty matching technology transfer process, delaying the negotiations, distrust of business to universities, the lack of commitment to implement business technology);

- lack of unique technologies and inadequate assessment of potential financial results, availability levels of access to university technology because of their separate development (there are such types of technologies: available, requires efforts to adapt, difficult to adapt, it is extremely difficult to access (adaptation));

- lack of effective infrastructure for technology transfer and inadequate funding and lack of marketing approach using. This aspect is reflected in the fact that the projects do not comply with the commercialization of investment criteria, namely the Pareto Law: only 20% of the information give 80% of final result.

To resolve these problems, you should carry out the evolutionary transition to the introduction of new management approaches and organizational forms of innovation. In the case of developing strategy of university development is proposed to use such areas of integrated marketing:

- Marketing foresight - The development of high-tech projects are based on scientific and technological potential to meet current market and technological trends. Foresight involves project work with technology trends (add-pool studies and project ideas for the logical development of existing trends), search for inconsistencies in trends and integration into their project ideas [2].

- Internal marketing to manage the implementation of scientific developments and the competitive implementation of interdisciplinary projects involving various departments and laboratories of university.

- Cooperation marketing to promote cooperative preparedness and image of the university in creating innovative chain and projects. In context of globalization and transition from the developed world post-industrial society to society based on knowledge, international cooperation of universities in scientific and technical and in innovation sphere gets particular importance. The innovation process in the fifth R. Roswell model is not only a cross-functional, but also has multi-institutional and network character. Thus, the marketing aspect is proposed as an instrument for shaping innovation networks [3]. This development should be considered from the point of view of its members; if it is possible to use a focus group of consumers for detection of defects in goods or services. This is easiest to do in the presence of an innovative network.

- Intellectual Property Marketing to promote research results. This marketing strategy in terms of excess of supply over demand of scientific product must necessarily include the provision of legal protection developments in their respective regions that is foreign patenting.

- Сonsumer marketingto promote the services and finished products. For development of marketing can be used as the implementation of prototypes, which limited by production capabilities of university and delivery times, and the implementation of various plan of cooperation agreements.

However, despite a number of difficulties, the process of innovation in the university and provide significant additional opportunities. When consumers are interested in a technology, that is being developed and which has not yet received any documents of title, it can be concluded an option agreement with the developers and copyright technology. In the agreement it is advisable to give the expected results of development; participation of future licensee in the development; the possibility and conditions of the license agreement for priority testing technology with the possibility of a licensing agreement; the formula for determining the price of the license; Developer obligation to patent development and convey an exclusive license to the licensee.

As a result of integrated marketing as a management tool facilitates the creation of high-tech research entrepreneurial universities with an efficient management structure and international academic reputation, that can meet the world trends and to respond flexibly to global changesNotable examples of these are Oxford University, Harvard University, George Washington University and others.

We should consider the process of integrated marketing in the example of number of granulators developments (patent №29950 Ukraine, IPC (2006) V01J2 / 16; patent №82754 Ukraine, IPC (2006) V01J2 / 16; patent №90798 Ukraine IPC (2009) V01J2 / 16 V01J8 / 08 V01J8 / 18; patent №99023 Ukraine IPC (2012.01) V01J2 / 16; application №a201403429, Ukraine; application №a201403428, Ukraine). Relevance of these technologies is defined by that in production technology of mineral fertilizer and pore structure granule – granulation process is of one of the main stages of product formation (method of processing raw material, in which there is a change of some of its properties and the formation of homogeneous granules in form of spheres) followed or simultaneous stabilization structures (drying or cooling) and the allocation of marketable fractions. Not accidentally various schemes of fertilizer production is called the type of granulator, excluding its main unit, forms the basis and structure of production line.

In most cases, the granulation technology have now been defined and progress in this area is on the way of modernization of existing equipment in the direction of creating a more reliable, relatively simple to manufacture and operation of structures. This equipment is characterized by long life cycle, so its purchase should be cost-effective. Units for success requires the correct operation as well as quality and timely maintenance. Despite the existence of large number of models granulators, the principle of operation of each type of granulators is simple. As with any other equipment for the pellet we can make a list of specifications, which pay attention choosing a device.  The key performance indicators of granulation systems proposed include:

  • - performance and dimensions;
  • - monodisperse granule i.e. uniformity of size;
  • - reliability and ease of operation- The system has no complex electronic or other systems, and is based on simple technical solutions;
  • - durability - Materials should be selected in such a way that provides maximum service life of more than 10 years;
  • - versatility - One granulator may be established to work with different performance and a wide range of products;
  • - ecological purity - waste formation during granulation is minimized and waste gases do not contaminate the environment.

In Table 1 the analysis of main advantages of developed granulators is shown. It illustrates the evolution of technology and dynamics of creation of additional competitiveness parameters. Note that the models 1, 2 and 3, designed as the improvement of existing counterparts and model 4, 5 and 6 have been developed for solving a specific problem (needs). The greatest effect (technical and commercial) is provided by model 5, which confirms the hypothesis of study about the effectiveness of integrated marketing.

In general, the estimated economic impact of application of modernized granulation equipment by reducing product loss with dust and enhance the monodisparity is more than 300 thousand dollars per year for the unit. In addition, the economic effect of reducing environmental pollution - up to 1 million. UAH per year [4, 5].

Table 1.

Analysis of evolution of developed granulators technology

1. Vortex granulator with vibrational spray melt

2. Vortex granulator with separation unit for flue gas cleaning

3. Vortex granulator with  two-stage contact granule and coolant

Vibrational spray melt

Granulation in the vortex fluidized bed with purification of waste coolant

Increasing the contact time with the flow of coolant

Reduction of pollution and the frequency of the atomizer clean it 3-5 times; reducing the number of collisions between the melt drops 2-3 times; reducing the impact on the non-uniformity of cut entering the nebulizer liquid material; increasing the growth rate of the pellets to the product fractions.

Using the energy of the vortex gas flow from the working volume, energy utilization of waste heat medium humidification in industrial premises.

Full completion of the crystallization process; preventing the formation of granules with a shape different from the spherical; reduction of mixing fine and marketable fractions; increasing the speed of grain growth marketable fractions; increasing the degree of monodispersity of the product.

4. Vortex granulator with multi-stage zone of secondary contact granules and coolant

5. The two-zone 
vortex granulator

6. Vortex granulator to obtain granules of porous structure with pre moistened and drying

The secondary contact between the fines granules and coolant

Granulation in the flow of coolant to the different organization of movement

Pre-wetting and drying the granules

Production at a lower temperature (by increasing the residence time of the granules in fine fraction of intercase annular cavity), and the coolant flow rate (by reducing the free area of intercase of the annular space), preserving the integrity of the core granules.

Reducing the dimensions of the equipment, reducing energy costs for carrying out the process, the increase in degree of product monodispersity.

Reducing the likelihood of contamination of the walls of the inner cone; to prevent the possibility of agglomeration of granules due to moisture; absence of stagnant zones at the bottom of the working space of the device.

 

At the same time the feasibility of affiliate marketing model and marketing of intellectual property due to fact that in order to ensure the efficiency of warranty and after warranty period university must ensure that the following labor-intensive work is necessary:

  • 1) Development of design and all kinds of calculations; selection and testing of materials; quality control at all stages of production; test on stand without exception of granulators in the presence of the customer at all relevant modes of operation;
  • 2) Delivery and installation; field tests under the program, agreed with the customer; customer training – technology operation, assembly, disassembly, inspection, montage demontage;
  • 3) Maintenance work during the warranty and post-warranty period on request; supply of spare parts at the request of the reserve.

At the same time improving the granulator with respect to specific conditions of using has a decisive influence on production line efficiency. However, modernization of structures should not be one-sided and only aimed at the process intensification. It also necessary to search for ways of technology changing and optimizing to fully use advantages of available technology (marketpull).

Therefore, the process of innovation development we propose to consider in the framework between-technological link, which can be illustrated in the form of technological scheme of production of granule by using developed vortex granulators (models 1-3 in Table 1) (Fig. 1).

Fig. 1. Schematic of granule production by using vortex granulator (author development)

Elements of installation:

VG- vortex granulator; H - heater; FBC - fluidized bed cooler; A - absorber; F - filter; M - mixer; B - batcher; HP - hopper; G - gas blower; P - pump; T - tank; C - compressor;

Main flows:

1-1 - retur; 2-2- manufacturing air; 3-3 - polluted air; 4-4 - purified air; 5-5 - polluted water; 6-6 - water; 7-7 - substandard granules; 8-8 - air for spraying of liquid material (solution, melt); 9-9 - product; 10-10 - air for cooling of granules; 11-11 - granules for packaging; 12-12 - steam; 13-13 - dusty gas; 14-14 - liquid material (solution, melt); 15-15 - water condensate

From the Fig. 1 we can see that in the production a variety of technologies are involved (materials science, chemical engineering, heat and mass transfer technologies, automation etc), which are incorporated into the technological package "granulator". Thus we can apply the principle of creative symbiosis: the fusion of several technologies into one, simplifying the overall structure of the system, thereby eliminate or limit the limits its evolution.

Conclusion. Thus the development in a high-tech research university brings together various sectors to achieve on the basis of system integration and networking and implement through this integrated model of the innovation process. The model is based on identifying needs and the subsequent product development, as well as the search for promising until you identify possible development of technologies and applications, search for lost and forgotten technological and product ideas that can be effectively implemented.

In this case, marketing can ensure effective integration of advanced education and high technologies, the implementation of basic and applied scientific research on a global scale on a wide range of areas; the generation, application and dissemination of globally significant multidisciplinary polytechnic knowledge.

For example, in the development of granulators in the article it is shown that an integrated approach to improve the quality of fertilizers determines the trajectory of the following technologies: in production (reduction of harmful emissions and waste, lowering unit costs in the preparation of products; integrated automation of technological processes) and in improving the quality of products. Promising areas for further development is the expansion of licensing and the creation of start-up companies.

References:

  • 1. Finley M.I. The Ancient Economy. London: Darwin College, 1973. – 456 p.
  • 2. Разгляев К., Хан Д. Форсайт и прогноз научно-технологических направлений деятельности вуза. Комплексная система развития научно-исследовательских, опытно-конструкторских и технологических работ в вузе // Ресурсный сборник. Программа«Эврика». Фонд«НоваяЕвразия». – М., 2012. – С. 33–44.
  • 3. Krapyvny I.V. International innovation networks as new stage of innovation development [Internet source] / I. V. Krapyvny, V. A. Omelyanenko, N. O. Vernydub // Economic Processes Management: International Scientific E-Journal. – 2015. – № 1. – Access mode: http://epm.fem.sumdu.edu.ua/download/2015_1/2015_1_17.pdf
  • 4. Sklabinskyi V., Artyukhov A., Kononenko N. Environmental aspects implementation of high-granulation equipment for the production of nitrogen fertilizers // International Journal of Sustainable Development. 2013. – Vol. 13. – P. 10-16.
  • 5. Sklabinskyi V.I,  Artyukhov A.E, Kononenko M.P, Rossi P.C.  Quality improvement of granular nitrogen fertilizer in the prilling plants / CLICAP 2015: Congreso Latinoamericano de Ingeniería y Ciencias Aplicadas. – 2015. – P. 611-618.
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Татьяна Долина

Очень интересный материал. Выполнен на высоком уровне. Заслуживает внимания. Желаю новых научных свершений авторскому коллективу!

Мороз Людмила Ивановна

Тема интересная и содержательная, не вызывающая сомнений в теоретическом и технологическом плане. Однако, в статье не рассмотрен маркетинговый алгоритм, который связан с трансфером инновационных технологий, а именно: создание межгосударственных интегрированных структур, не говоря уже о заинтересованности государства в инвестициях научно-технических разработок авторов, а также юридические вопросы взаимодействия запатентованных Вами разработок в Украине с правовым полем другого государства для выхода на международные рынки. Желаю успехов в реализации вопросов практического международного маркетинга. С уважением, Л.Мороз

Петрухина Елена Владимировна

Статья проблемная и актуальная! Удачи в дальнейших исследованиях!

Казбеков Бекет

Современный исследовательский университет на основе системной интеграции объединяет различные секторы для достижения взаимодействия и реализации интегрированной модели инновационного процесса. Модель основана на выявлении потребностей и последующее развитие продукта, а также поиске перспективных продуктов. В этом случае, маркетинг может обеспечить эффективную интеграцию высшего образования и высоких технологий, реализации фундаментальных и прикладных научных исследований в глобальном масштабе по широкому спектру направлений; производство, применение и распространение глобально значимого многопрофильных политехнических знаний. В статье на примере развития грануляторов показано, что комплексный подход к улучшению качества удобрений определяет траекторию из следующих технологий: в производстве (сокращение вредных выбросов и отходов, снижение удельных затрат в подготовке продуктов ; комплексная автоматизация технологических процессов) и в улучшении качества продукции. Перспективные направления дальнейшего развития является расширение лицензирования и создание новых компаний. Работа актуальная в оригинальном изложении вызывает большой научный и практический интерес. Заслуживает высокой оценки С уважением beket

Ляпина Иннара Рафаильевна

Очень интересный материал. Успехов в исследованиях!

Алена Обозная

Спасибо Вам за такую актуальную и на первый взгляд сложную тему Вашего анализа.

Королев Евгений Сергеевич

Благодарю авторов за то, что позволили раздвинуть горизонты моих познаний. признаюсь по началу, будучи юристом по образованию, работа показалась сложной и не разборчивой, но вам удалось донести основную мысль, более того, очень хочется видеть весь этот процесс в натуре. Искрене надеюсь на то, что совместная идея получит дальнейшее развитие. Желаю новых научных свершений авторскому коллективу!

Короткова Татьяна Леонидовна

Статья представляет собой сочетание технических и маркетинговых проблем в химическом производстве. Это плюс. Однако в выводах не отражена тема статьи. Успехов.
Комментарии: 8

Татьяна Долина

Очень интересный материал. Выполнен на высоком уровне. Заслуживает внимания. Желаю новых научных свершений авторскому коллективу!

Мороз Людмила Ивановна

Тема интересная и содержательная, не вызывающая сомнений в теоретическом и технологическом плане. Однако, в статье не рассмотрен маркетинговый алгоритм, который связан с трансфером инновационных технологий, а именно: создание межгосударственных интегрированных структур, не говоря уже о заинтересованности государства в инвестициях научно-технических разработок авторов, а также юридические вопросы взаимодействия запатентованных Вами разработок в Украине с правовым полем другого государства для выхода на международные рынки. Желаю успехов в реализации вопросов практического международного маркетинга. С уважением, Л.Мороз

Петрухина Елена Владимировна

Статья проблемная и актуальная! Удачи в дальнейших исследованиях!

Казбеков Бекет

Современный исследовательский университет на основе системной интеграции объединяет различные секторы для достижения взаимодействия и реализации интегрированной модели инновационного процесса. Модель основана на выявлении потребностей и последующее развитие продукта, а также поиске перспективных продуктов. В этом случае, маркетинг может обеспечить эффективную интеграцию высшего образования и высоких технологий, реализации фундаментальных и прикладных научных исследований в глобальном масштабе по широкому спектру направлений; производство, применение и распространение глобально значимого многопрофильных политехнических знаний. В статье на примере развития грануляторов показано, что комплексный подход к улучшению качества удобрений определяет траекторию из следующих технологий: в производстве (сокращение вредных выбросов и отходов, снижение удельных затрат в подготовке продуктов ; комплексная автоматизация технологических процессов) и в улучшении качества продукции. Перспективные направления дальнейшего развития является расширение лицензирования и создание новых компаний. Работа актуальная в оригинальном изложении вызывает большой научный и практический интерес. Заслуживает высокой оценки С уважением beket

Ляпина Иннара Рафаильевна

Очень интересный материал. Успехов в исследованиях!

Алена Обозная

Спасибо Вам за такую актуальную и на первый взгляд сложную тему Вашего анализа.

Королев Евгений Сергеевич

Благодарю авторов за то, что позволили раздвинуть горизонты моих познаний. признаюсь по началу, будучи юристом по образованию, работа показалась сложной и не разборчивой, но вам удалось донести основную мысль, более того, очень хочется видеть весь этот процесс в натуре. Искрене надеюсь на то, что совместная идея получит дальнейшее развитие. Желаю новых научных свершений авторскому коллективу!

Короткова Татьяна Леонидовна

Статья представляет собой сочетание технических и маркетинговых проблем в химическом производстве. Это плюс. Однако в выводах не отражена тема статьи. Успехов.
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