Evaluating the marketing indicators of promoting nanomaterials in the intellectual property market

Currently, marketing research to promote a product to the market comprises the following standard stages: analysis of external and internal factors, analysis of the product market, consumers, product competitiveness, and evaluation of the effectiveness of its promotion. However, given that nanomaterials are a rather specific science-intensive product, their path from idea to commercialization is imbued with an exclusive marketing approach. Translating any idea into a product is undoubtedly a laborious process, and it is necessary to recognize that marketing in the nanoproducts market is difficult. The stages from the birth of the idea of creating an intellectual property object (patent, know-how, technology, software) to its commercialization imply several phases and possible consolidation of various factors that are considered in this paper. The purpose of this study is to identify the indicators of the uniqueness of nanomaterials as a product in the intellectual property market. Taking into account the proposed factors will increase patent activity, as well as reduce the time for commercialization of scientific developments and projects in the field of nanomaterials. The article focuses on the factors that were not taken into account in the process of commercialization of nanomaterials, but can influence the growth of patent activity in the field of nanoproducts. A special feature of the study is the determining of the factors of uniqueness of nanomaterials as a product and consolidating all the dimensions that were not previously taken into account in tactical and strategic approaches to promote nanoproducts in the intellectual market. The article also offers a model for evaluating the factors affecting patent activity, based on the division of the factors into blocks of standard and specific purpose, with regard to the properties of a nanoobject as a product in the market.