Oksana Zhylinska

Integration processes in the global economy promote the development of diversified integrated companies, representing a group of legally and economically independent and/or affiliated companies that carry out joint activities based on interaction and interconnections development. It is the study of the interconnections of strategic business units of diversified companies that allows to distinguish synergistic interaction features, which, in the long run, ensures the achievement of sustainable competitive advantages for companies. The main purpose of this study is to distinguish the features of the synergistic interaction of strategic business units of diversified companies and the creation of management tools for them. The authors developed and presented the simulation model for managing the interaction of strategic business units of diversified companies based on synergy and proposed an algorithm for its application in real business practice for a company operating in the building ceramic market.

A model is presented for developing creative entrepreneurial competences (CEC), which is focused on the formation of creative entrepreneurial and practical skills in a timely manner (Just-in-Time Learning). The proposed model assumes a high level of motivation, deep immersion, and full dedication of individuals and has a cyclical nature throughout their working life (Lifelong Education Cycle). The central figure of the model is an individual who, by choosing an active form of education and following a precise algorithm of actions, can obtain high performance and achieve entrepreneurial success. The formation of an individual’s business consciousness is divided into five stages: UnConscious InCompetence, Conscious InCompetence, Conscious Competence, UnConscious Competence, and the second Conscious InCompetence stage. It is established that the minimum level of creative entrepreneurial competences consists of a combination of basic professional competences, elementary competences of IT&S literacy, and key communicative competences. Furthermore, it is found that an individual’s professionalism will grow until the pace of their learning exceeds the pace of the external environment’s dynamics.

Acknowledgments
This scientific paper is published with support by British Council’s ‘Creative Spark: Higher Education Enterprise Programme’, project № 5742783597 – the ‘National Сentre for Сreative Entrepreneurship Development’ (NCCE) and Kingston University London. English language proof-reading and comments were provided by Dr Martha Mador and Dr Alan Flowers, Kingston University London, UK.

Innovative development of Ukraine is possible due to the introduction of an effective mechanism for the promotion of commercially attractive scientific ideas and developments, which are produced at universities, into the domestic and international markets. It is extremely difficult for research universities to negotiate the transfer of their developments due to the lack of an extensive technology transfer infrastructure where an information system would be in place to exchange technological requests and proposals. The authors demonstrate a modern toolkit for the transfer of knowledge and technology, which is actively used by the international academic community and contributes to the consideration of modern specifics in the organization of innovative marketing in research universities. In the article, the authors analyze the role of social and communication tools, namely media and online social platforms, such as Instagram, Twitter, LinkedIn, or YouTube, or other communication search platforms, including Enterprise Europe Network in the technological transfer of world research universities and Ukrainian university practice. The dominance of positive features in the use of media tools for technology transfer proves its viability for the Ukrainian market. Using the tools of media sector it was proposed to develop a modern strategy for commercializing the results of innovative activities of research universities. The article offers considering the process of bringing to commercially attractive results of experimental research at universities based on the methodology of network marketing and education.