ОРГАНІЗАЦІЙНО-ЕКОНОМІЧНИЙ МЕХАНІЗМ УПРАВЛІННЯ МАРКЕТИНГОВИМ ТЕСТУВАННЯМ РИНКОВИХ ПЕРСПЕКТИВ ТОВАРНИХ ІННОВАЦІЙ ПРОМИСЛОВИХ ПІДПРИЄМСТВ

Abstract

The success of innovation activities of industrial enterprises to create product innovations depends on many factors. One of the main factors in this list is an objective assessment of their market prospects. This assessment can be carried out using the procedure of marketing testing, as it contains necessary methodological support and tools to determine the commercial prospects of product innovation at each stage of the innovation cycle. The effectiveness of marketing testing largely depends on how successfully organized this process in the enterprise, which actualizes the development of organizational and economic mechanism for managing marketing testing of market prospects for product innovations. This research is devoted to this question. The article presents the organizational and economic mechanism for managing marketing testing of market prospects of product innovations of industrial enterprises. The developed mechanism contains: subsystem of information support (internal and external information), target subsystem (tasks and purposes, criteria and principles of management of marketing testing), control subsystem (subjects which carry out management and functions which they carry out), the managed subsystem (divisions of the enterprise). Involved in marketing testing), providing a subsystem (methods and resources of management) and a subsystem of controlling the procedure of marketing testing of market prospects of product innovations. The mechanism also includes a subsystem of marketing testing, which consists of the author’s theoretical and methodological approaches to assessing the market prospects of product innovations at the stages of the innovation cycle of their development. It is based on the following approaches: theoretical and methodological approach to foresight research of future needs in product innovations; theoretical and methodological approach to the criterion base of evaluation and selection from a number of alternatives of innovative projects for the development of product innovations; theoretical and methodological approach to marketing testing and evaluation of market prospects of product innovations; theoretical and methodological approach to the diagnosis and strengthening of consumer capital of the enterprise; methodical approach, by which decisions are made on the readiness of product innovations to enter the market and complete the work on the procedure of marketing testing. The marketing testing mechanism contains the relationships between the subsystems (influence, coordination, and adjustment, feedback) to obtain an overall result. The result of the implementation of the proposed mechanism is tested for market success, developed product innovation, which is ready for commercialization, which is predicted to succeed, and the developer, thus, will receive all planned revenues and profits from its sale on the market. The conducted analysis is a future basis for the implementation of the developed organizational and economic testing mechanism in the practical activities of domestic innovative industrial enterprises.