Marketing as a component of enterprise’s innovative activity

Анотація

Introduction. Innovative activity is a necessary condition for improving the state of the enterprise and its position in the market. It is based on certain ideas: simple, the implementation of which does not require significant investment and global, based on fundamental research works and which require significant investment costs. However, very often the expected effectiveness of innovative projects is not achieved. The risks associated with non-return of spent resources increase with the increasing the level of radicalism of scientific developments, that form the basis of projects. In many cases, new competitors appear during the bringing the product to market, or by the time it appears, potential consumers are unprepared. In addition, there is a low level of innovation activity, due to the low level of innovation potential and insufficiency of resources to increase it. At the same time, first of all, innovative problems are put forward, while the importance of marketing in the innovative activity of the enterprise recedes into the background. The purpose of the paper is to highlight the importance of marketing as a component of innovative activities of the enterprise. Results. In the paper it is shown the importance and place of the marketing component in the innovative activity of the enterprise. The scheme of the functional structure of the business has been improved. The peculiarities of the structure of basic business functionalities are indicated. The importance of basic functionalities for innovative activity of the enterprise, in particular marketing and innovatics, is highlighted. To ensure innovative development, the key features of the model of innovative priorities of the enterprise are considered and importance of following the requirements of the concept of customer marketing is shown. The requirements for the qualitative formation of information functionality and functionality of intelligence are indicated. Conclusion. The marketing component in innovative activity of the enterprise occupies a particularly important place, because determines the fate of many inventions and discoveries. It indicates the need to consider the problem of innovative development of domestic enterprises through the spectrum of unified innovative and marketing activities with highlighting the concept of customer marketing as a priority to accelerate the pace of scientific and technical progress.

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