Innovation management. Marketing and integrated approaches to innovation management (the most important)

Lecture notes, cheat sheets
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Innovation management. Marketing and integrated approaches to innovation management (the most important)

Lecture notes, cheat sheets

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19. MARKETING AND INTEGRATED APPROACHES TO INNOVATION MANAGEMENT

The effectiveness of management is determined primarily by the validity of the method of solving problems. Currently, such scientific approaches are applied to management as: systemic, behavioral, administrative, marketing, etc. But such approaches as reproductive, normative, functional are not applied. Let's give a definition of the system approach - these are methods of studying objects as systems. The system contains two components:

1) external environment - represented by entering the system, exiting the system, communication with the external environment, feedback;

2) the internal structure is a system of interconnected elements that provide the process of the influence of the subject of control on the object, processing the input into the output to obtain the programmed goals of the system.

The marketing approach is designed to focus the control subsystem of the management system exclusively on the consumer. Let us give an example: the selection of a company's strategy should take place through an analysis of existing and forecasting future strategic needs in this particular type of innovation, strategic market segmentation, forecasting the life cycles of future innovations, and analyzing the competitiveness of its products and competitors' products. Performing these functions of strategic marketing will be the most difficult and time-consuming problem of strategic management. It is desirable to apply the marketing approach in solving all problems in all departments of the company.

When using the marketing approach of selecting management criteria, preference is given to:

1) improving the quality of the object (system output) in conjunction with the needs of consumers;

2) saving resources from consumers due to improving the quality of the object, the quality of service and many other factors;

3) saving resources in the production of an object as a result of the implementation of the factor of scale, scientific and technological progress, and improvement of the management system. An integrated approach takes into account technical, environmental, economic, organizational, social, psychological and other (for example, political, demographic) aspects of management and their relationships. Very often, when designing new work tools, environmental friendliness and ergonomics are not given due attention, which leads to the fact that they immediately become uncompetitive. A mistake when forming new or reorganizing old structures is not taking into account social and psychological aspects.

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

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