*112813*
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T.Shterma PhD,
Bukovynian University, Chernivtsi
KEY
ASPECTS OF MANAGEMENT OF INNOVATION MARKETING AT ENTERPRISE
The essence and importance of innovation marketing management are
researched; key aspects of management based on the generalization of leading
scientists’ research are singled out.
Key words: innovation,
innovations marketing, strategic management of innovations marketing.
In today’s economic environment production and promotion of new products
are among the most important factors in ensuring of enterprise competitiveness.
Sales and innovations attracting should be accompanied by the implementation of
marketing activities, and in the context of the general management system of
innovation activities - innovation marketing management.
The introduction of innovations effective marketing requires singling
out of key aspects of its management, because these issues are new to business
and the effective reproduction of innovation activities and its development is
problematic without proper consideration. First it is strategic nature of
innovation marketing realization. In
order to understand the role of strategic management of innovation marketing it
is necessary to analyze the business environment of domestic enterprises in
detail. This analysis is also
significant for determining which strategic decisions were taken in the company
last year. Strategic management of innovation marketing besides long-term
plan of innovative development is able to help business adapting to external
changes, improve competitiveness and its innovative potential. Another aspect which should be taken into account
while innovation marketing management is information security. Shaping of effective innovative marketing strategy of
the enterprise is impossible in the absence of the necessary data, obtained at
innovations market. Moreover it should be noted that press coverage of
innovation marketing realizing has its own specifics, in particular such
coverage must be complemented by patent research. Patent information is
distinguished by certain essential specific features, the main ones are:
reliability, availability, unification, completeness, high degree of
formalization and standardization; patent documentation provides technical,
legal and commercial information. It provides valuable information about
the owner of an invention or technology; inventors, the duration of ownership
and free access to technology if a patent action is over, etc. According to scholars innovation marketing at
enterprises should be referred to as a complex of marketing principles and
methods to create the necessary conditions for enterprises to find productive
changes, their implementation, distribution and commercialization. In
other words, innovations marketing should be viewed as an integrated means
aiming to reach its potential and achieve efficiency of innovations focused on
external and domestic demands creating a high degree of innovations
accessibility for consumers.
Proper implementation of innovation marketing requires the construction
of the appropriate infrastructure that would include financial support of
marketing activities, computerization, training and involvement of staff having
necessary tools of innovation market research and promotion of innovative
products. It should be noted that the effective implementation of
innovation marketing is under influence of innovations market infrastructure,
which should include both main subjects and agents.
Determining mechanism of development of innovation marketing concept in
business is to create innovative strategies. Development of innovation
marketing concept of the company, which begins with the selection of innovative
strategies for stages of finding and developing of innovative ideas must encompass
prediction of innovation competitiveness and technological assessment of its
expected volatility, strategy of innovation project development is central in
the construction of the marketing concept, which includes marketing
and operational measures necessary to implement strategies of innovative
project and to achieve project and corporate goals.
Innovation cycles are characterized by starting with the ideas
generating, conducting of basic and applied research covering all phases until
the innovation, due to a new idea, shall be replaced by qualitatively new,
progressive innovation, ensuring appropriate quantum leap.
Inclusion of innovation marketing to the innovation process should be
comprehensive, the main directions of which are shown in Table 1.
Table 1
Implementation of innovations marketing during the main stages of the
innovation process
|
Stages of the innovation process |
Innovations marketing at the stages of the innovation process |
|
Ideas
generating |
Finding
out the ways to meet consumers’ available needs Marketing
research concerning consumers’ latent demands |
|
Adapting
and finding out of innovations ideas on the basis of ideas generating methods |
|
|
Shaping
of marketing concept of new products and services |
|
|
Market
analysis concerning inventors’ innovative ideas meeting modern and upcoming
heeds of the market |
|
|
Scientific
and research, research and design works |
Patent
research |
|
Developing
of the goods lines of innovations |
|
|
Developing
of product concept or process innovation |
|
|
Constant
monitoring of the market concerning comparative demands meeting in the
process of innovation developing |
|
|
Market
research as for availability or possibility of technologies or equipment
development for making products innovations |
|
|
Prognosing
of scientific and technical progress rate |
|
|
Forecasting
of innovation competitiveness |
|
|
Experimental works |
Early
assessment of new product market attractiveness |
|
Test
marketing |
|
|
Demand
forecasting with consumers’ specifics of innovative product |
|
|
Production |
Planning
and organization of new goods production |
|
Forecasting
of the sale volume of innovative product |
|
|
Making
up of orders portfolio of innovations |
|
|
Commercialization, diffusion |
Providing
of innovation communications in marketing channel |
|
Implementing
of marketing activities concerning innovative products |
|
|
Developing
and implementing of marketing strategy of innovation market promotion |
Innovations marketing is not only a means to facilitate the development
and implementation of innovative products, but also a link providing
interconsistency of the innovation process elements. In addition, due to
its implementation the prerequisites for the next stage of the innovation
process appear. That
is, it may be noted that innovation marketing acts as a catalyst by which full
cycle of innovation is implemented and innovation turns into a real existing
product that meets the consumers’ needs and helps the company to choose an
innovative way of development.
In conclusion, we can say that innovative activity of the enterprise
affects its ability to meet customer’s needs, market position, competitiveness,
financial stability, ability to survive. Therefore, key aspects of innovation marketing at the enterprise are:
realization of strategic innovation marketing, information security,
infrastructure management of innovation marketing; management of the concept
developing of innovation marketing, management of innovation marketing in the
structure of the innovation process.