Investigating the Effect of Competitive and Commercial Awareness on Commercialization of Ideas with Emphasis on Competitive Advantage in Third Generation Universities in order to present a model

This research was designed to provide a model for explaining the effect of competitive and commercial intelligence on the commercialization of ideas with an emphasis on competitive advantage in third-generation universities. The current research was applied with a hybrid approach with exploratory design. Statistical communities in the qualitative section of study were university faculty members, which were selected through purposeful sampling and according to the saturation law of 18 people. The statistical society in the quantitative part of study, were university faculty members and lecturers from different universities of Mashhad, included 2,572 people. Using the Cochran formula and the floor sampling method a total of 335 people were considered as sample size. Semi-structured interviews were used as Data Collection tool in the qualitative part. To ensure the validity of the qualitative section and in order to ensure that the findings were accurate from the viewpoint of the researcher, the valuable ideas of professors and educators familiar with this field, especially in the field of entrepreneurship, were used. In the quantitative part, 4 questionnaires were used to collect data. Content and construct validity were used to calculate the validity of the questionnaire. Content validity of the questionnaire was approved by the university experts. To evaluate the construct validity, two convergent and divergent validity criteria were used. The results obtained from the factor loads for each factor showed that all items with factor load were greater than 0.4 and average extracted variance were higher than 4.5. The condition AVE> 0.5 is for all variables, so the convergent validity of these variables is confirmed. In addition, the mean values of the extracted variance were the highest, indicating a divergent validity among the variables of the research. The combination showed reliability and combined reliability greater than 0.5. To analyze the data of the qualitative section, content / questionnaire analysis was used for all variables above 0.7. Descriptive statistics were used to analyze the data. Frequency tables, frequency, mean and standard deviation and, in inferential statistics, Kolmogorov-Smirnov test, independent sample t tests, exploratory factor analysis and structural equation test were used. Data analyzed using Spss and Smart Pls softwares. The results showed that all dimensions and components of the variables have a factor load above 0.5. Also, the results of the confirmatory factor analysis showed that competitive intelligence with a coefficient of 0.879, business intelligence with coefficient of influence of 0.649 had a positive and significant effect on the Entrepreneur Universities.
Although the competitive advantage does not have an impact coefficient of 0.096, the proposed model is suited to the general fit estimation of the GOF.