Marketing strategy as a factor of innovation infrastructure development

Abstract

The paper considers the essence, properties and tasks of innovation infrastructure, including the level of theoretical maturity of scientific research in the marketing management of innovation infrastructure. The insufficient level of systematic study of the phenomenon of market infrastructure in the market processes, both in the modern legislative environment of Ukraine and in scientific and theoretical knowledge, is revealed. In particular, by inducing the properties of market infrastructure on the innovation infrastructure, the necessity of conducting scientific research in the direction of developing theoretical and methodological knowledge on marketing strategic management of innovation infrastructure is outlined. Therefore, taking into account the duality of innovation activity, such as the imperative of creative generation of new ideas and their subsequent commercialization, it is proposed to consider the marketing strategy as a significant factor in the development and stability of innovation infrastructure, which can be attributed to the system-forming one. Based on the study, it can be stated that innovation infrastructure is a systemic component of the innovation economy and acts as a guarantor of economic development, which is able to determine the vector and high level of development of the country's economy; to ensure close convergence of research, educational, production potential, social and market potential, which will also ensure improved diffusion of innovations. Based on the study, the criteria for determining the essence of innovation infrastructure are systematized. In contrast to the static understanding of the market infrastructure as a set of its subjects, we have accumulated the vision of other researchers regarding the importance of managerial influence on the dynamics of economic processes in infrastructure by systematizing the marketing strategies of innovation infrastructure subjects. The proposed conceptual model of the marketing strategy for the development of innovation infrastructure provides the formation of integrated marketing solutions for the development of innovation infrastructure and takes into account the characteristics of marketing processes, levels of competition, socio-economic and regional development tasks of regions and the state as a whole. Keywords: innovation infrastructure, market infrastructure, marketing strategy, sustainable development, socially oriented and regional management.