Kofanov O. Marketing maintenance of the startup projects realization in the scientific and technical area

The thesis was devoted to the development of theoretical and methodological principles, as well as practical recommendations for marketing maintenance of the startup projects realization in the scientific and technical area. The peculiarities of startups as a unique form of innovative entrepreneurship were determined; the role of marketing in their realization was established. The relevant marketing tools for the key stages of startups realization were proposed. The startup success determinants have been found out. The influence of the economic environment indexes on the success of the startup realization was analyzed and the most influential ones have been identified. On this basis, the regression economic and mathematical models for the forecasting of startup success in the economic environment of a particular country were developed. The success of startups in the scientific and technical area has been predicted with the help of the developed probabilistic-graphic model on the basis of the Bayesian network. The method for the determination of the startups financing expediency at different stages of realization was developed on the basis of T. Saaty’s analytic hierarchy process. Marketing strategies for the startups realization were identified and relevant recommendations were given.