| Abstract [eng] |
SUMMARY VILNIUS UNIVERSITY BUSINESS SCHOOL DEEPTECH ENTREPRENEURSHIP AMRAH ABBASZADE NAMIG JAVADLI Prof. Saulė Mačiukaitė–Žvinienė Master’s thesis was prepared in Vilnius, in 2025 Scope of Master’s thesis – 150 pages. Number of tables used in the FMTP – 5 pcs. Number of figures used in the FMTP – 4 pcs. Number of bibliography and references – 63 pcs. The FMTP described in brief: The master's thesis analyzes the role of branding in facilitating the transfer of high-tech innovations that have been developed at CERN. The study aims to address the role of the brand as a means that enables the presentation of scientific achievements in a manner that the public can understand and acknowledge. Emphasis has been placed on the reputation of the brand and its goal-oriented communication in the CERN Knowledge Transfer environment. Problem, objective and tasks of the FMTP: Problem: The startups working on deep-tech, which are generated in research-intensive environments like CERN, are expected to overcome some serious issues related to commercialization. Objectives: To investigate the importance of branding for the process of commercializing deep-tech innovations originating from CERN. Tasks: 1. To explore the core structural and communication hurdles faced by deep-tech commercialization. 2. Analyze branding as the process of building integrity and simplifying complexity. 3. Empirically studying branding processes within the CERN Knowledge Transfer environment. Research methods used in the FMTP: The study employs a qualitative approach, which involves a literature review as well as semi-structured expert interviews. The empirical data is gathered through conducting interviews with CERN Knowledge Transfer experts, deep-tech entrepreneurs, and communication specialists. The data is analyzed through the use of thematic coding. Research and results obtained: The results indicate that branding has an important function in terms of decreasing cognitive complexity, indicating credibility, and aligning stakeholder expectations when faced with a lack of initial market indicators. Institutional reputation, framing of missions, and peer-to-peer communication were found to be important drivers that facilitate the commercialization of technologies of CERN origin. Conclusions of the FMTP: The conclusion states that branding has become an essential part of the commercialization process for deep-tech, rather than an add-on marketing activity. When incorporated effectively into the processes related to technology transfer, branding can lead to efficient formation and effective communication with different groups of stakeholders, ensuring market entry success. Information about the publication of FMTP results or adaptation for publication: This master’s thesis provides results that can be applied in a practical manner to technology transfer offices or deep-tech start-ups, and which can be used as a foundation for further research on branding in science-based innovation environments. |
