Innovation management. Classification of innovation strategies (the most important)

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Innovation management. Classification of innovation strategies (the most important)

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63. CLASSIFICATION OF INNOVATION STRATEGIES

Any company in the market wants to be able to sell goods and services for a long time to ensure guaranteed profits for a long period. To this end, the company is developing a long-term program of its actions in the market. This program contains the company's strategy - a model of cumulative actions for a long period to achieve the goals. The strategy of the economic organization of the company is a system of main goals and ways to implement them. The firm establishes the main directions of activity, forming a strategy of action. The development of a system of paths that provide the company with viability in the market in the future is a development strategy.

It should be noted that any strategic measures taken by the firm are innovative in nature, since they are somehow based on innovations in its economic, production or marketing potential, therefore they are innovative strategies.

There are certain approaches to the classification of innovative strategies.

The most accessible is the division of innovative strategies into leader and follower strategies. The market leader's strategy is to introduce basic (radical) innovations, consisting of the creation of fundamentally new types of products, technologies, methods of organization and management. The follower strategy is chosen by those organizations that implement improving innovations.

The following classification of innovation strategies can be given:

1) planned, implementing in nature: institutional (company level) and central (state level);

2) strategies (company level) according to the content of the subject: in the field of research and development, the structure of goods and services, finance;

3) by management methods: traditional, opportunistic, imitation, defensive, dependent, offensive. There are 2 groups of innovation strategies:

active (technological) or passive (marketing).

There is another approach to the classification of innovative strategies, which is based on setting the goal of the strategy being developed, which includes the choice between gaining market leadership or maintaining an existing position.

To achieve a leading position in the market, it is necessary to implement the following strategies:

1) creation of a new market;

2) a strategy of continuous improvement;

3) licensing strategy - creation of new products and their licensing.

For the strategy of stabilizing the position in the market, defensive, protective and selective strategies are used, based on a certain choice of actions.

These circumstances indicate the need for a systematic approach to the development of a classifier of innovative strategies.

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

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