PRODUCT MICRO-INNOVATIONS AS A RESULT OF COLLABORATION OF DIGITAL SOCIETY AND BEHAVIORAL ECONOMY

Анотація

The article stipulates that in the conditions of the digital society and behavioral economy, the process of creating a product innovation is permanent, complex and difficult to predict. For the convenience and simplicity of the verification of this economic phenomenon, the terms "microgroup", "interest in the product", "product microinnovation" are proposed, the aspect that business is an entrepreneurial plane where a product/goods is created is highlighted, or, using the logic of the laws of economics, it is the plane where society's resources are processed/transformed, and already in this context it is necessary to justify, decide, organize, take risks, etc. regarding the fulfillment of the order of the aggregate consumer.The understanding of the concept of information space was verified, in particular, its structure and the role it plays today, its dynamism and flexibility, as well as the aspect that it is reasonable to consider the information space of the economy through the prism of resources embodied in one way or another in such system elements: information, information resources, means and methods of applied mathematics, legal methods (norms), the market of information technologies, means of communication, informatization and telecommunications, information products and services. It has been shown that in the conditions of behavioral economics, we have a dominant influence on the "order" for the processing / transformation of the resource of the average, in fact, consumer; an economically mature market is oversaturated with a product that is constantly modified in response to the request of the same irrational consumer, who forms a unique offer for himself due to the availability of information about goods and services. This process of the article is described as "product micro-innovation reproduction" and is demonstrated schematically. An approach is proposed in which "product microinnovation" is a set / assortment of potential opportunities for micro-modification of a product, given previously researched or spontaneously revealed interests. The core of the "product" scheme is the basis around which the manufacturer must create the prerequisites for studying, researching, observing both the "interests" of the "I" (potential consumer) and the "interests" of other microgroups, as well as trends, innovations, changes, etc. information space in general. Substantial detailing of both the categories proposed in the scheme and the consequences of their organic interaction, in terms of content, is an extension of marketing functions and requires further implementation into the marketing theoretical and practical categorical apparatus.

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