Features of innovative marketing in modern international chaordic business environment

Abstract

The article examines new scientifi c and practical factors of modern innovative marketing, which must be taken into account by Russian companies working with innovative projects in international business. The main problem areas for the development and management of modern innovative activities, in terms of marketing operations, in the modern international chaordic business environment are described. The main provisions and principles of new eff ective innovative thinking (quantum thinking), which should be taken into account when solving the problems of creating new highly competitive innovative products, are stated.The peculiarities of the modern chaordic business environment, in which the creation and promotion of innovations to the market takes place, create the need for innovative marketers to use new tools (responses) to new challenges for innovative processes. Some of which are discussed in the article. Using the principle of polyprofessionalism in innovative marketing as a functional system that provides for the simultaneous use and interaction of subsystems of various, conditionally divided, professional areas of analytical activity (marketing research strategy, forecasting, psychology and sociology of consumption, systems engineering, commercialization, etc.). Therefore, in modern marketing of innovative products, it is necessary to develop polyprofessional competence among marketers, the productive development of which leads to the acquisition of polyprofessionalism, where not just professional competence is needed, but a multitude of competencies combined into a common space of professional competencies necessary for the implementation of an innovative idea. In a chaordic business environment, continuous (iterative) marketing is required at all stages of creating a future innovation or innovative project. Discrete presales marketing is cheaper in an operational sense, but disastrous in a strategic sense. This requires the use of "parallel business thinking", which simultaneously uses the forms of "Pareto", also the so-called "Newtonian" thinking, and "quantum" thinking. In a chaordic business environment (which is becoming dominant today), it is important to learn to operate simultaneously (in parallel) with two types of business thinking — "Pareto, Newtonian" and "quantum".