Abstract
Abstract. The success of the enterprise in the market depends on the level of its competitiveness, which, in turn, is determined by the level of competitive advantages of products developed and supplied to the market.Constant updating of the product range by modern enterprises allows them to extend the time of their effective life and ensure success in the long run. To do this, companies must constantly carry out innovative activity aimed at developing, implementing, and bringing new products to market to best meet consumer needs. However, companies must not only explore the main factors of success, but also the sources of risk that accompany the introduction of innovative products to market.The effectiveness of product innovation policy of the dairy industry is determined by the optimal combination of traditional and new products (new convenient packaging, new flavors, size, etc.). The article considers a fuzzy multiple approach to assessing the risk of bringing innovative products of the dairy industry to market.This approach is based on the «RWW» criteria for assessing the risk of bringing new products to market (Real, Win, Worth it), which is considered inthework of George S. Day. Based on the risk assessment criteria, a fuzzy-multiple model of risk assessment for bringing innovative products to market was built. As a result, an assessment for the risk of launching a novelty on the market was obtained for the three components o the RWW instrument and the integrated generalized one.The advantage of using the proposed method is the possibility of forming an aggregate risk indicator for the introduction of a new product on the market, which takes into account not only quantitative but also qualitative characteristics of the evaluation indicators. Keywords:digitalization, risk, digitalization, new product, innovative product, fuzzy multiple, fuzzy logic. JEL Classification С63, 81, M21 Formulas: 9; fig.: 3; tabl.: 12; bibl.: 27.
Highlights
The advantage of using the proposed method is the possibility of forming an aggregate risk indicator for the introduction of a new product on the market, which takes into account quantitative and qualitative characteristics of the evaluation indicators
All tools are based on the study of the innovative activity peculiarities and substantiation of indicators that can be used to investigate the risks for bringing a novelty to market
We propose to use the method of fuzzy multiple theory to aggregate a set of risk parameters into a single «comprehensive» risk indicator for the introduction of a new product on the market
Summary
The third question «Can we win?» allows you to assess the adequacy of product profitability level to ensure strategic goals This tool is used throughout the product development process, allows identifying erroneous assumptions, knowledge gaps, sources of risk, and problems that need to be addressed as soon as possible. It turned out to be interesting to translate such a comprehensive tool for risk assessment of innovative projects into the language of fuzzy multiples and use it for the risk of bringing new products to market in the dairy companies. To analyze the risk of innovative products that are planned to be placed on the market, related to uncertainty and risk sources parameters are formed This list is individual for each company, it depends on the industry and business model.
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