Abstract
Digitalization entails the application of digital technologies to a wide range of existing tasks and enables solution of new tasks. This article is based on data sets on current sales volumes of innovative products to forecast their future sales. The first stage is applying the innovation diffusion in the F. Bass model to calculate the diffusion coefficients of different modifications of Sony’s PlayStation. To estimate factors which influence innovation and related results within firms, the company IMPRINTA producing 3D printers was surveyed. It is shown that taking into account technical parameters, a cascade diffusion model of product innovation is the best for describing the process of product realization. The information obtained from the diffusion analysis of two 3D printer models can be used to improve the efficiency of key business processes, including production, procurement, marketing and advertising. The use of the diffusion model made it possible to generate three different scenarios for the release and promotion of a new modification of one of the 3D printer models depending on the selected niche, the time of market launch and the intensity of the marketing and advertising campaign. Each scenario enables adjusting the cost and technical parameters of the future modification.
Highlights
One of the key areas of digitalization is the creation and development of digital models for the operation of markets and the diffusion of innovation
When building a digital model of the innovation diffusion process, it is more appropriate to take advantage of an information-diagnostic type of model that allows for monitoring; gradation; adaptation; analysis of deviations, failures and abnormal behaviour of the process, i.e. the need to create a digital shadow for predictive analytics [5]
Modern research in the field of innovation diffusion dates back to the theory of Evert Rogers, who as early as in 1962 proposed the differentiation of consumers of innovative products into five basic groups: innovators, early adopters, early majority, late majority and laggards
Summary
One of the key areas of digitalization is the creation and development of digital models for the operation of markets and the diffusion of innovation This approach will help meet the challenges of planning, managing and optimising the launch of new products. The introduction of digital technologies and platform solutions in the areas of public administration and public services, including those aimed at providing social benefits and supporting small and medium-sized businesses, makes it easier to achieve this goal. The digitalisation of the innovation market will enable better management of the commercialisation process and framing of innovation policy, including support measures and instruments
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