Mechanism of Promotion and Commercialization of Goods and Services in Current Situation

Abstract

In the current crisis situation small and medium business cannot survive and develop, in case it has no advantages to its competitors in development and introduction of new goods and technologies into market. The key factor of today’s company competitiveness is the ability to combine off-line and on-line technologies of communicating with consumers of its goods and service. The article provides definitions of such notions as ‘promotion’, ‘commercialization’, ‘mechanism’ and studies effective ways of commercialization of innovative products covering certain needs of home and overseas markets. The impact of mechanisms of governmental and non-governmental regulation and support of enterprises was shown, as well as tools, both available and newly appearing, of promotion and commercialization, including tools of developing transport and logistical infrastructure. On the basis of trends in business developing and progressing revealed in implementing national projects and analysis of overseas markets open for promotion and commercialization of goods and service the article puts forward a mechanism of promotion and commercialization of goods and services, including those with innovative character and offered in new sphere of social and economic activity. This mechanism acts as a combination of two elements: internal, that covers enterprises and self-employed people and external, that includes mechanisms of governmental and nongovernmental regulation and support of enterprises.