The impact of knowledge absorptive capacity on the success of knowledge transfers in alliances: The mediating role of interorganizational link strength

Innovative development of Ukraine is possible due to the introduction of an effective mechanism for the promotion of commercially attractive scientific ideas and developments, which are produced at universities, into the domestic and international markets. It is extremely difficult for research universities to negotiate the transfer of their developments due to the lack of an extensive technology transfer infrastructure where an information system would be in place to exchange technological requests and proposals. The authors demonstrate a modern toolkit for the transfer of knowledge and technology, which is actively used by the international academic community and contributes to the consideration of modern specifics in the organization of innovative marketing in research universities. In the article, the authors analyze the role of social and communication tools, namely media and online social platforms, such as Instagram, Twitter, LinkedIn, or YouTube, or other communication search platforms, including Enterprise Europe Network in the technological transfer of world research universities and Ukrainian university practice. The dominance of positive features in the use of media tools for technology transfer proves its viability for the Ukrainian market. Using the tools of media sector it was proposed to develop a modern strategy for commercializing the results of innovative activities of research universities. The article offers considering the process of bringing to commercially attractive results of experimental research at universities based on the methodology of network marketing and education.

According to social psychology researchers, categorizing a new product may involve the formation of automatic judgments at the subconscious level. This study aimed to ascertain if attitudes might be formed unintentionally when categorizing a new hybrid product under the effect of associated sensory inputs. Data were collected using an explicit and implicit approach: an explicit categorization measure, an explicit attitude scale, and the “Single Category Implicit Association Test’’ (SC-IAT), from 280 Moroccan university students having a normal sense of smell and taste, under the effects of two types of sensory stimuli (smell and taste) and according to two learning conditions linked to two categories of existing products. The data were then computed and processed using the “Statistical Package for Social Sciences” and the “Inquisit Lab’’. The study’s findings revealed that the respondents were able to categorize the new product into one of the targeted categories (depending on the learning condition of each category) after exposure to sensory stimuli (olfactory and gustatory stimuli) related to this product and were also able to form an implicit and explicit attitude towards it. The occurrence of the categorization process and the formation of these two distinct types of attitudes can be explained by the olfactory and gustatory sensory stimulation during the experiment, which helped the participants recognize the basic domain of the new product and then transfer knowledge and affects to it.

Disruption in the business environment imposes undeniable realities that require effective strategic management; therefore, the need to develop a particular type of force capable of achieving proactive strategies, influencing competitors’ behavior, and balancing competitive forces has arisen. This study aimed to examine the impact of absorptive capacity on achieving strategic supremacy and the mediating role of organizational ambidexterity within Jordan’s commercial banking industry. It employs 513 questionnaires from middle and upper management through proportionate stratified random sampling. It adopts a quantitative approach through partial least squares structural equation modeling to construct a research model comprising factors affecting strategic supremacy and the mediating role of organizational ambidexterity and validate the research hypotheses. The study revealed that absorptive capacity significantly impacts organization ambidexterity (β = 0.764, t = 33.939, p = 0.000) with explanation power (R2 = 0.584). Organizational ambidexterity has a significant positive impact on strategic supremacy (β = 0.561, t = 12.469, p = 0.000). Absorptive capacity has a significant positive impact on strategic supremacy through organizational ambidexterity (β = 0.334, t = 6.963, p = 0.000) with high explanation power (R2 = 0.712), which means that 71.2% of the variance in strategic supremacy has been explained by absorptive capacity and organizational ambidexterity. Moreover, organizational ambidexterity partially mediates their relationship. It also found that the model’s predictive power was moderate. The study concludes that Jordanian commercial banks have placed high importance on identifying and acquiring valuable external knowledge and balancing their short-term and long-term opportunities to achieve strategic supremacy, leading to sustainable competitive advantage.