INSTRUMENTS OF TECHNOLOGICAL MARKETING IN FORMING COMPETITIVE ADVANTAGES OF SCIENCE-INTENSIVE ORGANIZATIONS IN THE CONTEXT OF DIGITALIZATION

Abstract

In the context of rapid digitalization and intensifying global competition, science-intensive organizations face the imperative to fundamentally rethink their approaches to marketing their products and technologies. Technological marketing, tailored to the specific needs and challenges of high-tech industries, is gaining strategic importance as a key instrument for building sustainable competitive advantages. This article presents a comprehensive analysis of the theoretical foundations and practical aspects of technological marketing within the framework of the economy's digital transformation. Utilizing a systems approach, the study examines the essence and distinctive features of technological marketing, analyzes its evolution in the digital economy, and develops a classification of technological marketing tools for the digital environment. Particular emphasis is placed on evaluating the economic effectiveness of various categories of marketing tools, using the example of JSC Biocad - a leading Russian company in the pharmaceutical and biotechnology industry. The research culminates in the development of an integrated model for the application of technological marketing tools, adapted to contemporary digitalization conditions. The practical significance of the work is substantiated by the proposed solutions, which are designed to significantly enhance the efficiency of marketing activities in science-intensive organizations. The findings of this study can be utilized by managers and marketing specialists of science-intensive companies to develop and implement effective marketing strategies aimed at strengthening competitive positions and accelerating the commercialization of innovative developments.