Nataliya Chukhray

The main goal of the article is to study the features of film marketing and distribution of film products in Ukraine and to determine what kind of marketing tools are appropriate to be used within a cinema network to ensure their competitiveness in the national film distribution market.
This article determines the characteristics of the movie market services and their compliance with modern consumer requirements, outlining the directions for increasing the usefulness of cinema-related services to consumers and developing a set of marketing tools to ensure the competitiveness of the cinema market.
The results of the assessment of the impact of competitive forces revealed that intra-industry competition has the strongest impact on private cinema networks, the consumers of film distribution services and potential competitors have the moderate influence, the suppliers and substitute services have a low level of influence.
According to the results of the survey, it can be concluded that cinemas are worth reducing the cost of tickets (this can be done by introducing the promotions and discounts for regular customers), since the solvency of a larger population does not correspond to the level of ticket prices. Also expanding the range of products will allow the consumers to spend more time in the cinema, which will lead to an increase in the value of the average check. Cinemas are quite realistic to open their own pizzerias or bars to add value to their customers.

Technology transfer from universities to the business environment plays a key role in use of the open innovation concept. Meanwhile, in Ukraine which has a sufficiently high level of scientific and technological capacity, universities do not fully respond to market demands and do not receive the proper commercial results. One of the reasons for this is that current methods and models do not allow justifying the level of techno­logy transferability. This article aims to present a methodological approach to assessing the transferability of technologies from universities to the business environment and to develop a method for determining the integral index of technology transferability. Therefore, the study considered and substantiated options for this transfer based on the sale of technology licenses by the universities; creation of spin-off companies by the university; technology transfer as startups; conclusion of a joint activity agreements; scientific and technical cooperation. A market technology launch matrix was developed to select these models. The developed methodological tools can be used to compare investment projects. The results obtained were tested based on technology of personal passive optically stimulated luminescence dosimetry of ionizing radiation.

The paper deals with the economic measurements of the market value of enterprise assets, which are of great importance for their effective management. The use of more accurate economic measurements is an integral part of an optimal strategy to manage business assets. Therefore, reduction of evaluation results uncertainty is a necessary condition for effective management. To achieve mentioned goals, the paper aims to determine the mathematical base for the assets valuation methodology of value/depreciation that change over time, which can be applied to its dynamic objective quantitative analysis. The basic hypothesis suggests that all tangible assets, characterized by removable depreciation, are inclined to a negative periodic depreciation during short inter-service periods when remedial repair works are carried out to eliminate depreciation.
The methodical approaches concerning a mathematical description of assets value/depreciation dynamics are considered. It is shown that both traditional, progressive and regressive value/depreciation dynamics models change over time. They do not correspond to the actual state since they do not take into account increased objects value and negative periodic depreciation. To evaluate value/depreciation change over time more precisely, a new kind of mathematical model is proposed, which equations take into account the opposite signs of periodic depreciation during operational service periods and non-operational inter-service periods. It is proved that the actual indicators of fair market value and periodic depreciation of enterprise assets can be determined with higher reliability based on a new mathematical model.

Acknowledgments
Comments from the editor and anonymous referees have been gratefully acknowledged. The authors are grateful to the Ministry of Education and Science of Ukraine for financial support, which made it possible to carry out this study within the state budget topic “Value estimation and assessing technology readiness for transfer from universities to the business environment” (2019–2021).

The study investigates the entrepreneurial competencies and intentions of students. Their formation is a requirement of modern times. The question arises whether students of modern technical universities get entrepreneurial competencies and whether they transform these competencies into their entrepreneurial intentions. More than 3.6 thousand students from six technical universities from Poland, Ukraine, Latvia, Bulgaria, and Lithuania were surveyed. Methods of summarizing and grouping data, analysis of the structure of the population and distributions of its elements, evaluation of relationships were used to analyze the results of the survey. It was found that studying at technical universities is not an obstacle to the existence of entrepreneurial intentions among students. The respondents positively assessed their ability to recognize market opportunities for new business (the sum of the shares of positive answers exceeded the sum of the shares of negative answers by 12.4%). A positive generalized assessment was determined when assessing the ability to persuade others to invest in their business, while negative – their ability to write a formal business plan. It is proved that students who highly value their entrepreneurial abilities are much more likely to show the intention to start their own business (р < 0.001). Students’ focus on starting their own business is partly explained by the fact that they connect employment in corporations with a low guarantee of job retention. High positive integrated assessments received the following advantages of own entrepreneurship: prestige (0.302), chance to be realized (0.362), and the ability to create jobs (0.597).

Acknowledgment
The authors wish to thank Denislava Yordanova (Sofia University, Bulgaria), Tatjana Nikitina (Riga Technical University, Latvia), and Daiva Jurevičienė (Vilnius Gediminas Technical University, Lithuania) for helping to collect data at respective countries.

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 constant change in consumer preferences requires adjusting sales strategies according to the consumer’s current needs. The study aims to cluster the consumers of tourism products based on the factors influencing their decision-making process when choosing tourism products and to classify them according to the marketing mix. The study is based on the analysis of data from 196 respondents in the Lviv region, collected through an online survey using Google Forms in the first decade of 2023. The sample is representative, as it was calculated considering the population of the Lviv region aged 16 and above, ensuring the results’ reliability and relevance. The results revealed that representatives of each cluster are, on average, willing to spend up to 10,000 UAH per person during their vacation. In the decision-making process regarding the purchase of components of a tourist product, accommodation holds the most significant importance for representatives of the first and second clusters (4.51 and 3.27, respectively), insurance is the most important for the third cluster (4.71), and food is the priority for the fourth cluster (2.54). The decisive components of tourist services and risks for all clusters include up-to-date information about the vacation destination and pandemics/diseases, although the significance of their influence varies. Additionally, the clusters differ regarding the elements of place and promotion of tourist products. The results demonstrate that the marketing mix elements vary across clusters despite certain similarities in respondents’ assessments.