SCHEME FOR ASSESSING THE NEED FOR MARKETING TESTING MARKET PROSPECTS COMMODITY INNOVATIONS IN THE PRACTICAL ACTIVITIES OF ENTERPRISES IN THE OLD INDUSTRIAL REGIONS OF UKRAINE

Анотація

The innovative activity of industrial enterprises to create commodity innovations must end with their successful commercialization. Success in this case involves compensation for all costs incurred for their creation and introduction to the market, and also improving the image and reputation of the company in the eyes of consumers and other economic counterparties. But, quite often, in practice, the situation is different: commodity innovations in the market fail, the company incurs losses, and his image and reputation suffer. This is due to the manifestation of various reasons, and one of the main in this list – absence of marketing tests of market prospects of product innovations. Unfortunately, the domestic industrial sector seldom assesses market prospects of the developed commodity innovations by means of marketing testing; because of we have negative consequences at the stage of commercialization. That’s why this research is devoted to the need to introduce marketing testing of market prospects of product innovations. The article presents indicators that determine the need for marketing testing of market prospects for product innovations in the practice of innovative industrial enterprises. These indicators include: efficiency of innovative activity of the enterprise; projected success of product innovations in the market; analysis of the implementation of the plan for the sale of product innovations over the past few periods; the level of consideration of the needs and demands of consumers when designing product innovations; the level of novelty and competitiveness of product innovations; the magnitude of innovation risk; the presence of technical miscalculations in the design of product innovations; level of consumer loyalty, etc. These indicators are formed on the basis of generalization of a number of scientific sources on this issue, and on the results of research on the successful implementation of domestic innovation projects for the development of product innovations. The study developed a scheme for assessing the need to decide on the transition to a marketing model for the development of product innovations, which includes the procedure of marketing testing of their market prospects at the stages of the innovation cycle. In general, the introduction of marketing testing at the stages of the innovation cycle provides a fundamental opportunity for an industrial enterprise to make an informed decision about the readiness of its product innovations for commercialization by using their market prospects. The analysis is a future development for the implementation of organizational and economic testing mechanism in the practical activities of domestic innovative enterprises.

Класифікація

Ідентифікатори

Схожі роботи