Artificial intelligence in innovation activities: Firm practices and managerial perspectives in Kazakhstan

The objective of the research is to examine the impact of brand name and pricing on Kazakhstan Gen Z consumers’ buying behavior, spending patterns, and other buying motives. Adopting a quantitative approach, the study administers a structured questionnaire following a comprehensive analysis of the relevant literature and gleaned responses from 300 Generation Z consumers after checking the reliability and validity of the instrument using Cronbach’s alpha. The selected hypotheses were tested using the Karl Pearson coefficient of correlation, which revealed that brand name significantly impacts Kazakh women, and price greatly influences both genders. The results observed that price has the most significant effect on the buying behavior of female and male Gen Z consumers in Kazakhstan, with 25 and 28 percent, respectively. Brand name and authenticity considerably influence female consumers, with 16 and 15 percent, whereas innovation, technology, and customization, with 20 and 14 percent, influence male consumers. The significant influence of branding and pricing on the buying behavior of Kazakhstan Gen Z customers is displayed, and the findings provide a focal context for developing marketing plans in this first-of-its-kind research article.

The transition to an innovative economy requires greater attention to creating favorable conditions for the commercialization of scientists’ developments and the possibility of realizing the accumulated scientific potential. This study aimed to examine the commercialization process in the Republic of Kazakhstan and identify factors influencing the development of academic entrepreneurship in universities. It examines a gradual change in legislation on technology transfer and the dynamics of implemented commercialization projects during 2016–2022. Structured interviews were conducted with academics of the biggest 14 universities in Kazakhstan with a sample of 209 respondents to identify factors influencing the desire of scientists to engage in academic entrepreneurship. The findings revealed that the most attractive factors for academics are flexible working hours (4.67 of 5), the opportunity to implement their own innovative ideas (4.12), and an increase in income (3.63). In turn, negative factors include the lack of qualified personnel (4.56), difficulties in legislation (4.27), and bureaucratic barriers (3.78). The study revealed that gender and age moderately affected scholars’ desire to engage in academic entrepreneurship (Cramer’s V = 0.3025). The greatest desire to start their own business was demonstrated by men aged 26-35 years and by women aged 36-45 years. The findings also show that the scientific fields positively affect the number of ready-made ideas, patents, and technologies that academics offer to businesses.

Acknowledgment
This study is funded by the Science Committee of the Ministry of Education and Science of the Republic of Kazakhstan (Grant No. AP13268750).

Innovations play an important role in achieving competitiveness and long-term economic growth at all levels of the economic hierarchy. More recently, the role of sustainability-oriented innovation in achieving economic growth has become equally important. However, there is a scientific debate about the possibility of effective commercialization of sustainability-oriented innovations. The existence of such scientific debate, as well as the absence of citation-based systematic literature reviews, became a prerequisite for conducting a comparative literature review of research on the effective commercialization of conventional and sustainability-oriented innovations. The purpose of the study is to conduct a comparative review and analysis of research on the commercialization efficiency of conventional and sustainability-oriented innovations. The analysis was conducted on the basis of a citation-based systematic literature review method. The results show that sustainable innovation research is more focused on the relationship between commercialization and firm performance. In the field of conventional innovations, research trends have shifted from studying the impact of technology transfer office (TTO) size, staffing, compensation practices to how strategic factors affect the efficiency of commercialization. In the area of sustainability-oriented innovation, the issues of the strategic orientation impact cause the most sustained interest, while managerial concerns and the stringency of environmental regulations have been actively explored in the past few years. It was revealed that the commercialization efficiency of sustainability-oriented innovations is characterized by so called sustainability-oriented criteria. A distinctive output criterion for commercialization efficiency of sustainability-oriented innovation is the improvement of the firm’s image. In addition, content analysis identified possible research directions to be investigated.