Evaluation of diffusion of high-tech products: morphological analysis

Анотація

Introduction. The urgency of scientific research is confirmed by the fact that under the conditions of globalization, reform of the national economy, as well as strengthening of integration processes, the level of competitiveness of industrial enterprises is determined by many factors, with innovative activity being the key one. It is thanks to innovations that the business entity has the ability to strengthen its market positions, improve its economic efficiency, and create higher added value. А necessary condition for ensuring a certain level of efficiency of innovation is the dissemination of the results of these activities to the consumer, not just their creation. This purpose can be achieved through the diffusion of innovation results of industrial enterprises. The purpose of paper is to improve the method of diffusion identification during the commercialization of high-tech products of industrial enterprises using morphological analysis. Results. Based on the results of studying the comparative characteristics of alternative methods of assessing the impact of diffusion on the efficiency of commercialization of high-tech products, the authors proved the feasibility of using morphological analysis tools to solve the problem, setting targets, analysis of variants of possible change of parameters of nodal points of object of estimation. To the list of nodal points, in this case, the authors include the volume and the speed of sales of high-tech products, the number of sources of its distribution, as well as the saturation of the market with these products. The parameterization of diffusion characteristics during the commercialization of high-tech products of industrial enterprises is proposed by calculating the market capacity of high-tech products, the indicator of speed (turnover) of its implementation, the coefficient of diversification of sources of distribution of these products in the market, as well as calculating the increments of the corresponding coefficients. Conclusion. The method of diffusion identification during commercialization of high-tech products of industrial enterprises has been improved, which takes into account the tools of morphological analysis and allows commercialization project managers to synthesize factor and result features of diffusion and also allows to establish causal relationships between factor and result features of such diffusion.

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