Innovation management. Innovative marketing as a special type of innovative activity (the most important)

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Innovation management. Innovative marketing as a special type of innovative activity (the most important)

Lecture notes, cheat sheets

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16. INNOVATION MARKETING AS A SPECIAL TYPE OF INNOVATION ACTIVITY

Innovative marketing is an obligatory part of innovative management. The emergence of this economic discipline is caused by the increasing role of innovation in the activities of firms. Marketing allows you to increase the result of the commercialization of innovations.

Innovative marketing combines marketing strategy, operational marketing, market analysis.

Innovation marketing pursues the main goal - conducting research on the capabilities and competitiveness of the company in order to conduct successful innovative projects in certain conditions.

The tasks of innovative marketing vary depending on the stage of the innovation process:

The stage of searching for new ideas - here a "portfolio of innovative ideas" is formed.

Marketing research provides information to analyze the definition of supply and demand in the market and free market niches. These results are the starting material for the development of innovative ideas.

Development stage - here the choice of ideas is made, and the embodiment of prototypes. The goal pursued in the study of the market: the definition of a priority direction and alternatives. Further, market sounding is carried out on the basis of prototypes, approbation and identification of shortcomings.

The implementation stage - here the task is to disseminate information about the innovation. Consumer demand is being formed, pricing policy is being determined, marketing schemes are being optimized. Pricing depends on a variety of circumstances, such as the marketing strategy pursued by the firm, which is determined by either the demand price or the offer price.

Growth stage - here the market segment and consumer area expand, there is an increase in the growth rate of market development as a result of reactive innovations carried out by competitive firms. The firm loses its monopoly advantages, and to stimulate the promotion of innovations, to maximize profits, they use wide advertising.

Maturity stage - here there is a stabilization of sales volumes of products, this is due to consumer preferences for a particular brand. Innovation enters the stage of routinization. Now the marketing tasks are the development and subsequent implementation of measures to keep the company segment in the market.

Decline stage - in order to reduce the costs incurred while maintaining the desired sales volumes of products, it is necessary to promptly and timely withdraw a non-competitive product that has lost its consumer quality from the market and replace it with the most popular innovation. It is at this stage that the search and preparation of new ideas for innovation projects is resumed.

Authors: Evgrafova I.Yu., Krasnikova E.O.

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