Technology transfer management culture (education-based approach)

The ongoing COVID-19 pandemic has a significant influence on businesses and marketing strategies across the globe, including Starbucks Coffee. The COVID-19 pandemic has been completely novel in its unprecedented impact on the modern globalized economy. This in-depth analysis of this coffeehouse provides recommendations that were carefully considered within the context of the current public health crisis. The objective of this study was to systematically analyze the strategic marketing approach of Starbucks Coffee to generate recommendations that can not only be applied to Starbucks but marketing endeavors more broadly. A comprehensive review approach was adopted beginning with a thorough situational analysis. Problems and opportunities related to the marketing of Starbucks Coffee were investigated and recommendations were generated. All stages of the study were robustly supported with relevant citations. Starbucks has matrixed a complex corporate structure that supports not only its survival but its continued development even in an increasingly dense and competitive marketplace. While Starbucks must continue to intermittently reevaluate its key problems and key opportunities, especially in the approaching few financial years, the company is operating with impressive effectiveness through the adversities of 2020 thus far. After a careful analysis, Starbucks Coffee should increase the distribution of products that are more likely to succeed during the COVID-19 pandemic, expand pick-up and delivery services, implement additional store locations in underdeveloped geographic market segments, and utilize its vast array of promotional mediums to optimize brand positioning as they approach a reopening world.

The modern concept of open innovation highlights the role of technology transfer from universities to the business environment. An increase in technology transfer efficiency is one of the tasks assigned to Ukrainian universities by the state. The nature of technology transfers in the world and the role of universities in this process call for revising traditional approaches to its production in Ukraine. This stipulated the substantiation of theoretical and methodological principles of technology transfer from universities to the business environment, which should serve as a fundamental platform for further economic, technological and other actions in the innovation development of Ukraine. For this purpose, the modern theoretical and applied components of technology transfer from universities to the business environment are researched; the theoretical and methodological principles of technology transfer are determined and the conceptual approach to understanding technology transfer from universities to the business environment is proved. To achieve the tasks at hand, the background and trends in technology transfer from universities to the business environment have been researched; the role of universities in modern technology transfers is analyzed; the peculiarities and potential of the scientific area of Ukraine are considered; the influence of university technology transfer centers on the universities’ academic entrepreneurship has been studied; the nature of knowledge transformation during the technology transfer is substantiated; the influence of technology transfer on the university subsystems is considered; the effects of technology transfer are investigated; models of interaction in the system “University – Governmental Authority – Business” are studied; and modern approaches to the technology transfer from universities to the business environment are researched. Given the research conducted, theoretical and methodological principles for technology transfer were formed, which conceptualize the technology transfer from universities to the business environment.

The Crimea annexation and the military aggression of the Russian Federation, which first began in some territories of the Donetsk and Luhansk regions in 2014 and escalated into a full-scale war on February 24, 2022, resulted in heavy losses of life and a humanitarian crisis, exacerbating economic, political and social instability. To restore Ukraine’s economy, all businesses, including hospitality (hotel and restaurant business) sector, should continue functioning, though it is a challenging but crucial task. The paper aims to analyze the state of the hospitality market in the current war conditions in Ukraine and assess the possibilities of its restoration and development. An online survey was conducted among 282 representatives of the hospitality business in Kyiv, Sumy, Chernihiv, Dnipropetrovsk, Kharkiv, Poltava, Ivano-Frankivsk, Lviv, Ternopil, and Zakarpattia regions. Based on the results, in 2022, almost 23% of hospitality industry representatives suspended their activities, and 54% functioned only partially. Many surveyed hotels and restaurants (36%) have gradually changed and adapted their business strategies. For more than half of the hospitality representatives, expenses increased by 20-50%, and profits dropped by more than 20%. The critical consequences of the full-scale war for the Ukrainian hospitality market are as follows: disruption of supply chains, reduction in consumers’ purchasing power, changes in consumer demand, shortage of certain types of products, shortage of personnel, and business unprofitability.