The ability to timely and objectively evaluate the expediency of technology commercialising is a crucial step for R&D organisations. It is a game with business success, which could enable to operate technologies efficiently and prevent unproductive investments. Managers in power, involved in the technology commercialization cycle, create rules for the game and are the leading players. The research establishes specifics of different technological fields, which are essential for assessing the expediency of technology commercialization. The scientific literature of technology commercialization didn’t take into account the specifics of different technological fields. The study presents the first two phases of the expediency of commercialization of the information technologies and biotechnologies evaluation models: the development of elements collections and the establishment of the importance of elements. The proposed technique could be expanded to select the most suitable technology for sustainable management of commercialization and the rational use of resources. The results of the expert’s survey aimed at establishing the importance of the elements are compared, efforts are made to identify differences in the evaluation the expediency of technology commercialization for information technologies and biotechnologies. The MCDM method has applied the selection of which was established by the motive related to the goal of evaluation – to evaluate the expediency of technology commercialization for information technologies and biotechnologies.

In order to ensure the harmonious activity of the institutions engaged in R&D and to reduce the uncertainty of the commercialization of technologies, an advanced tool for verifying decisions on technology development at early stages of commercialization, i.e. an instrument for assessing the commercial potential of technology, is needed. The article is aimed at defining the importance of factors in the commercial potential of technologies with the help of expert research. To achieve the goal, the following tasks have been approached: (1) on the basis of the created system for factors in the commercial potential of technologies, to conduct expert research aimed at collecting information on the importance of factors in technologies; (2) to apply the methods of mathematical statistics in order to determine the compatibility level of expert opinions and the significance of factors. The system of factors in the commercial potential of technologies and the identified significance of factors can be used as recommended guidelines for technology developers, investors and potential owners in the decision-making processes of commercialization, investment or purchase of technology as well as at the next stage of research on the development model for assessing the commercial potential of technologies.

The advertising industry is also responsible for promoting a sustainable future for our planet. Besides launching messages of environmental respect, it is essential to choose and use advertising tools that will leave the lightest footprint in the environment. While environmental issues are indeed relevant, in any way, the need remains to spread the word about the products/services and make rational decisions that will maximize the reach of potential consumers. In other words, support measures are needed to reach the target market more effectively. Based on the above considerations, the article presents the research results of evaluating the expediency of eco-friendly advertising formats to different generational cohorts in the Spanish media scene. The MCDM method defined the structure of the research and was used to summarize the results of the expert study. This method’s choice is based on motive related to the purpose of the evaluation and the applicability of the research results in practice. Research results are helpful guidelines for decision-makers of advertising agencies or their clients in the campaign planning process. They show that generational differences are a determining factor for reaching the target market.

Research background: technology development and its application for human activities — R&D — have been recognized as the basis of economic performance, a source of technological solutions and of high value-added supply both in scientific literature as well as in the strategic documents of the Government and international organizations. In order to ensure the harmonious activity of the institutions engaged in R&D and to reduce the uncertainty of the commercialization of technologies, an advanced tool for verifying decisions on technology development at early stages of commercialization, i.e. an instrument for assessing the commercial potential of technology, is needed. Over the last decade, the analysis of the tools on a global scale led to the unequivocal conclusion — so far developed methodical basis has suffered from lack of maturity for its practical use in business, a need for assessing commercial potential at an early stage of technology commercialization has been ignored, and the assessment of commercial potential has not considered the specificity of high technology. Purpose of the article: This article discusses in detail the preparation and application pro-cesses of the model for assessment the commercial potential of high technologies. Methods: in the model the multiple criteria method is applied the selection of which was determined by the motive related to the goal of assessment — assess the commercial potential of high technologies. Findings & Value added: The essence of scientific novelty embraces the creation of a qualitatively new, original, science-based model for assessing the commercial potential of technologies thus flexibly applying it to assessing different levels of technologies. The original model is based on: the focus on the specificity of high technologies in assessment the commercial potential of technologies; the focus on the early stage of technology commercialization by assessing the commercial potential of technologies; flexibility in the application of the model taking into account the technological level, legal status, opportunity to assess the commercial potential of technologies in different countries and institutions; mathematical calculations based on assessing commercial potential.

To turn technologies into successful products, it is necessary to understand the development process from ideas to the market and to know how to measure performance. Performance measurement is critical for technology developers and investors in monitoring whether performance meets expectations to make decisions about actions for improving R&D characteristics. This article emphasizes indicators for R&D project performance measurement, especially relevant for measuring project performance in company, start-up and spin-off companies, where the project is perceived as an independent business unit. A clear set of indicators for measuring and controlling the performance of R&D projects for policy representatives would allow them to identify problematic areas in the implementation of R&D projects and to make well-aimed decisions for the promotion and financing of technology development. What indicators should be used to measure the performance of R&D projects? Attempts to find the answer to the question in science were unsuccessful. This article aims to select indicators for measuring the performance of R&D projects and identify and compare their relevance among US and German experts. Research is carried out in different countries, and their results create opportunities for mutual learning and more intensive international cooperation in technological development. In order to achieve a goal, essential decision-making points in R&D projects were identified, and a general set of R&D performance evaluation indicators were prepared based on a literature analysis. Later, two groups of experts from the US and Germany selected from the general list indicators suitable only for evaluating R&D projects and evaluated their relevance. The obtained evaluation results of the US and German experts were processed using the MCDM method and compared.