Problems of commercialization of innovative products of industrial enterprises

Abstract

Introduction. The actuality of scientific research is confirmed by the fact that innovative activity is one of the key factors for straightening national competitiveness under the conditions of globalization. It is thanks to innovations that the business entity has the ability to develop its market positions, improve its economic efficiency and in turn create a bigger added value. At the same time, it is important to commercialize the results of the innovation activity are as much as possible, which aims at offering new high-tech products and services for the market. The effectiveness of its successful implementation enables innovation’s introduction on the market, as well as the achievement of its sustainable competitive advantages. That is why the problem of commercialization of innovative products should be seen by society, government, private business, scientists, because the solution of this problem lays in the competitiveness of goods and effects human life standards. The purpose of the work is to highlight the problems that arise during the innovative products’ commercialization and to offer solutions to them. Results. Based on the review and synthesis of literary sources, as well as the study of empirical data from domestic enterprises the key problems of high-tech products commercialization were identified, they include the following: the danger of premature diffusion of high-tech products, which is uncontrollable by the commercialization subjects; inaccuracy during the assessment of demand for high-tech products and forecasting their sales volume; the adequate choice strategy complexity and development of tactics for the promotion of high-tech products in the market; the lack of reasonable pricing approaches for high-tech products. Conclusion. The article presents the key problems of innovative products’ commercialization and their solutions. The main directions for solving these problems were developed. In order to ensure both process of innovative products’ commercialization and innovative activity in general we propose number of recommendations in order to form an extensive information base for employees of the management subsystem and business analysts.