Marketing Of Innovative Products Research Articles

Defining patterns in the implementation of digital marketing of innovative products in order to improve the level of financial results

The object of research is digital marketing of innovative products. The problem addressed in the study was the need to define digital marketing tools for the promotion of innovative products in order to increase the financial results of enterprises. The specificity of digital marketing of innovative products, which have their own specificity, has been clarified, including the need to explain the benefits of new technologies to consumers. The results of the research revealed that the study of the target audience using analytical tools allows better optimization of marketing campaigns. It has been proven that the substantiation of the expenditure budget based on the method "from the achievement of goals" provides effective use of marketing resources and flexibility in case of changes in market conditions. The advantages of this budgeting method have been revealed, which makes it possible to clearly define marketing goals and direct resources to achieve them. This ensures optimal use of marketing resources. On the basis of regression analysis, the influence of expenses on various digital marketing tools on the total income of the enterprise was determined. Verification of the guidelines included an assessment of the impact of various digital marketing tools on total revenue. Based on the regression analysis, it was established that the costs of setting up a website and search advertising, advertising in social networks and email marketing showed a significant positive impact on the total income of the enterprise. However, spending on content marketing revealed a negative effect. The identified dependences made it possible to accurately assess the impact of each marketing tool on the total revenue of the enterprise, which is critical for effective planning of marketing campaigns and cost optimization

Potential risks in the easy market access: A perspective from corporate asset-debt maturity mismatch

The Negative List System for Market Access (NLSMA), which opens all sectors except a proscribed few to market entities, is an innovative product market liberalization reform in China. This study examines the impact of the NLSMA on corporate asset-debt maturity mismatch. The baseline regression results show that the NLSMA significantly aggravates corporate asset-debt maturity mismatch, and this effect is more pronounced in firms with non-state ownership, more severe financial constraints, or higher entrance barriers. We further find that the NLSMA affects corporate asset-debt maturity mismatch from both credit demand- and supply-side factors. Furthermore, the intensified maturity mismatch after deregulation can decrease firms’ profitability and increase the likelihood that firms default. Finally, to alleviate the maturity mismatch, firms may actively obtain resources from powerful stakeholders and improve information transparency.

Determination of key factors success of innovative and active industrial enterprises in a competitive environment

Introduction. In the process of growing competition and saturation of markets with goods, the role of the sales function of innovatively active enterprises (IAP) is constantly growing, turning into a basic one, on which production, procurement, logistics and other processes carried out by IAP depend. The purpose of the paper is to develop the elements of an improved business process management system in the field of sales of IAP with the help of developed indicators of key success factors (KFU), which will allow making more informed strategic decisions. Results. The paper considers the issue of improving the system of indicators of KFU in the market of innovative products and services, which is important for modern innovatively active enterprises. It is emphasized that the role of the sales function of the IAP is growing and is constantly turning into a basic one, on which production and logistics processes depend. Enterprises are gradually moving from a production concept to a market-oriented marketing concept, which is reflected in the improvement of the sales system and the active use of marketing tools. It has been proven that the growth of competition leads to the need to improve the management system of business processes of an innovatively active enterprise and, first of all, in sales processes, which ensures the reliability of the enterprise's interaction with consumers. The control of the processes taking place in the sales channels should be carried out entirely with the help of KFU, the high level of which allows you to maintain a circle of customers and withstand pressure from competitors. Conclusion. The growth of competition leads to the need to improve the IAP business process management system that ensures the interaction of the enterprise with customers. It is advisable to control the processes occurring in sales channels with the help of KFU, the high level of which will allow you to retain your customers and withstand pressure from competitors. It is necessary not only to identify CFUs, but also to regularly measure them, which will allow making more informed strategic decisions regarding the development of IAP sales.

MARKETING AS A DRIVER OF SUCCESSFUL MARKET INTRODUCTION OF INNOVATIVE PRODUCTS IN A TRANSFORMING NATIONAL ECONOMY

The innovative renewal of the world economy and the transition to a new knowledge-based economy are the main drivers of social development in modern society. This paradigm shift towards a postindustrial society has elevated enterprises producing innovative products to becoming key players in this new economy. However, there is a high risk associated with launching innovative products on the market, with around a third of new products failing and leading to losses rather than profits. Therefore, marketing support for the creation of new products is vital for companies in this space. This article explores the significance of marketing research in introducing innovative products to the market, the factors influencing the success of new products, the market for innovative products, and features of marketing innovation.

Current Legal Problems of Supporting the Development of Start-Ups in the Conditions of the Russian-Ukrainian War

Problem setting. The criminal attack of the Russian Federation on Ukraine without a declaration of war on February 24, 2022 fundamentally changed the entire system of legal relations of our state. Such armed aggression was also reflected in the entrepreneurial activity of startups as newly created subjects of entrepreneurial activity. Currently, the legal system of our country is in constant evolution in order to develop methods of supporting such subjects of entrepreneurial activity. Attention is also drawn to a number of law-enforcement aspects of startups that are not regulated at the level of regulatory and legal acts, which have a direct impact on the prospects of their development in Ukraine. Аnalysis of recent researches and publications. The issue of startup activity became the subject of scientific research by such scientists as S. V. Hlibko, O. V. Rozgon, I. V. Podrez-Ryapolova, A. S. Petkevich, A. V. Sherstobitov, I. V. Yashchyshina, and others. Within the framework of this scientific article, the specifics of the activity and support of startups in the conditions of martial law at the current stage of the Russian-Ukrainian war will be investigated. Тarget of the research is to examine the problems of startups that are in the Expansion and Exit stages of development at the current stage of the Russian-Ukrainian war. These are the final stages of the development of startups, which occurs after the stages of Pre-seed, Seed, Startup, Early Growth. After successfully passing the specified stages, the subject of entrepreneurial activity turns from a startup to an innovative enterprise, as it ceases to meet the criterion of small size and innovation. That is why the effective passage of these stages of development makes it possible to strengthen the economy of our state with another large enterprise, which at the same time has a positive effect on the market of innovative products and makes contributions to the budget of Ukraine through the payment of taxes and fees Аrticle’s main body. A startup is a high-risk type of entrepreneurship, as a result of which the challenges faced by representatives of Ukrainian business during the full-scale war mostly had a greater impact on startups. The analysis of the monitoring data allows us to state that the most observed influence is the regional location of business entities, while the negative influence of such factors as tax and regulatory pressure, the corruption component, lack of qualified employees, etc., was significantly reduced. Relocation is considered to affect the fault of the party to the obligation and is the basis for reducing the amount. Conclusions and prospects for the development. The analysis of statistical studies makes it possible to claim that a number of risks, which were key for startups in previous years, have reduced their impact. Instead, in 2022-2023, the biggest risks for startups are circumstances related to the conduct of hostilities. So, in particular, the regional location of the startup’s production plays a key role. At the same time, the risk of an unfavorable geographical location of a startup can be partially reduced due to state support for startups in certain sectors of the economy. Considerable support for startups was provided through the relocation program, which, in addition to its main goal of keeping enterprises in the front-line territory, is considered to affect the fault of the party to the obligation and is the basis for reducing the amount of fines, as well as delaying the execution of the court decision.

Organizational and functional structure of the innovative and intellectual environment: concept and conception of interaction

Keywords: innovative and intellectual environment, subjects of intellectual propertyrights, innovative infrastructure, commercialization of property rights, marketfunctions
 In the article, the author examines the meaning of the concept of «innovative and intellectualenvironment» and, from a methodological standpoint, the economic andlegal model of the organizational and functional structure of the innovative and intellectualenvironment. This allows to disclose the content of the components of themodel, which are combined into functional connections, creating a productive field ofdirections of the transformation process in the production sphere of objects of intellectualproperty rights into innovative products for the purpose of commercialization ofintellectual property rights on the market of intellectual property, innovative technologiesand innovative products to profit-making purposes. It is noted that in theeconomic and legal literature today, there is no single approach to understanding theessence of the concept and content of the «innovative and intellectual environment».The concept of «innovative environment» is presented in a much broader sense. Froman economic and legal viewpoint, the use of the term «innovative and intellectual environment» is justified, where priority is given to innovation as the basis for the transformationof intellectual property rights in the production sphere of activity into aninnovative product, and also as the basis for the use of innovative technologies. Thereare considered from a theoretical and organizational perspective the target contentcomponents of the model, that include: the formation of human intellectual capital,which includes subjects of intellectual property rights; creation and organization ofinnovative infrastructure as a production sphere of activity; organizational combinationof innovative infrastructure with intermediaries for the commercialization of intellectual property rights, which are catalysts for the transformation of objects of intellectualproperty rights into innovative products; commercialization of intellectualproperty rights, which refers to the innovative and intellectual sphere of activity; purposeand functions of the market of intellectual property, the market of innovativetechnologies and the market of innovative products.

Legal regulation of the implementation of innovative strategies at the enterprise

The article considers the modern system of normative and legal regulation of the implementation of innovative activities in the economy of Ukraine. The range of key principles in the state policy of innovative activity regulation, which are necessary to be taken into account in the system of regulatory and legal support, is outlined. Separate provisions of the concept of innovation law and its key provisions, which have a significant impact on the formation of the strategic potential of innovative development, have been studied. It was determined that the modern system of regulatory and legal support for innovative development in the national economy as a whole form a sufficient basis for the regulatory mechanism, but it is characterized by an insufficient level of influence on modern innovation processes. The priority areas and areas of strategic state regulation of innovative development in the economy of Ukraine for the period up to 2030 have been studied. The analysis of the current state and dynamics of the level of innovative activity in the national economy in the context of the world ranking of countries showed that Ukraine has been losing its positions in the ranking over the past four years. The analysis of certain aspects of state financing of the scientific and technical development in Ukraine's economy in comparison with the countries of the EU and the USA showed that the level of expenditures in Ukraine for scientific and research work in relation to GDP does not exceed 0.47%. Taking into account modern realities, a scheme of regulatory and legal support for the implementation of innovative strategies by national enterprises is proposed. The main problematic aspects of the implementation of innovative strategies at the enterprises of the Odesa region were revealed by means of a questionnaire. It was determined that one of the directions for solving these problems is the creation of an internal corporate system of regulatory and legal support for strategic innovative development. Prospective directions for further improvement of the legal basis of strategic regulation of innovative activities of the national economy should take into account global digital trends, in particular, in the protection of intellectual rights, ensuring free access of recipients of innovations to the market of innovative products and investment resources, optimizing the cost of patenting, facilitating its current procedures. Keywords: normative and legal regulation, legislative framework, innovations, innovative development, innovative activity, strategy, enterprises, business entities

Assessment of economic feasibility and market prospects for the production of flour products with the addition of flax seeds and clarified tomato juice

The article is devoted to the assessment of the expected economic effect from the introduction of the developed innovative flour products into production (bread made of wheat flour with a reduced salt content, gluten-free cupcake). Based on the analysis of the current state and prospects for the development of the bakery industry, it is proposed, using diversification methods, to expand the range of flour products produced using non-traditional prescription components of vegetable raw materials, in particular, products of processing of tomato fruits and oilseed flax seeds. The author's innovative solutions are aimed at improving the consumer properties of the product by changing the chemical composition, as well as increasing the competitiveness of the product and rationalizing the use of basic resources (material, financial). All this, in the end, will contribute to an increase in the efficiency of domestic bakery production. It is proposed to use new approaches to calculating the efficiency of the production and marketing of innovative products based on the assessment of the cost of sales and profit based on a given minimum level of profitability of 20%. In addition, a comparative analysis of the key indicators of the production of flour products using traditional and modified technology is given. Calculations have shown that the value of the economic efficiency of the sale of 1 ton of developed wheat bread with a reduced salt content and with a reduced glycemic index "Aromatic" will be 10.50 – 12.44 thousand. wheat bread with flax seeds and clarified tomato juice "Lenya" – 12.87 – 16.47 thousand rubles, gluten-free cupcakes "Fantasia" – 27.73 – 29.35 thousand rubles. The results obtained convincingly indicate the economic efficiency and expediency of introducing the developed innovative technologies of flour products into industrial production.

Промышленный комплекс Москвы как потенциальный потребитель инновационной продукции

The enterprises of the industrial complex of Moscow potentially represent one of the most significant segments of the industrial market for innovative products of small enterprises.
 From the point of view of priorities in the implementation of support for innovation, this significance is as follows:
 • industrial enterprises are able to produce high-quality, highly profitable products with high added value, which ensure expanded reproduction and the formation of the city budget through tax deductions;
 • In addition, stable jobs are created for city residents from various social strata.

Leveraging the Potential of Sorghum as a Healthy Food and Resilient Crop in the South African Food System.

An erosion of indigenous and traditional foods in the Global South has dramatically changed the global food system in the last 50 years. Reinvigorating these crops and the agro-biodiversity that they represent could provide benefits for healthier and more sustainable food systems. In South Africa, it has been proposed that studying indigenous plants more extensively and focussing on innovation to include them as mainstream foods on people's plates could improve food and nutrition security. With this background, this paper aims to contribute to addressing this challenge by researching sorghum (Sorghum bicolor) to identify the opportunities for innovating around sorghum as a healthy food and resilient crop. The paper traces sorghum through various encounters across the South African food system. The results point at clear areas where policy interventions could bolster the sorghum value chain. These include zero-rating VAT on sorghum products, investing more extensively in research and marketing across diverse stakeholders, raising awareness about the health benefits of sorghum and using public procurement as a way of instigating a market for novel sorghum products. The outcomes of a successful sorghum innovation programme could improve smallholder farmers' livelihoods, make a healthy food more accessible to South Africans and develop a local market for innovative products that utilize a crop that is resilient to projected climatic changes.

The Influence of the Network Evolutionary Game Model of User Information Behavior on Enterprise Innovation Product Promotion Based on Mobile Social Network Marketing Perspective

User information behavior is an important factor affecting the promotion effect of enterprises’ innovative products on mobile social networks. To provide insights as to how enterprises can better promote innovative products, this paper conducts a quantitative study of its internal function. We introduce a network evolutionary game model based on the Bass model, first to describe the background of the mobile social network, then to simulate the diffusion process of the social network and the user’s decision-making game behavior during promotion of enterprises’ innovative products, and finally to simulate the promotion effect on innovative products and solve for the conditions for the best innovative product marketing effect and the model are simulated from multiple angles. Our simulation results show that mobile social network marketing in the initial stage of product promotion has a significant impact on the promotion effect of innovative products. When user feedback is poor, advertisement diffusion has an obvious effect on product promotion. In mobile social networks, the proportion of positive feedback from users has a greater impact on the product promotion effect, while the proportion of negative feedback has a smaller impact on the product promotion effect. The impact of negative reviews is time sensitive. According to the simulation results, we propose several suggestions to improve the promotion effect of enterprises’ innovative products on mobile social networks.

Risk Management of Startups of Innovative Products

The activation of the startup movement is one of the fundamental preconditions for the transition from innovation to a startup ecosystem, the development of which is impossible without special innovation structures that help startups promote innovative products on the market. The purpose of this article is to modernize the process of promoting innovative products on the market in the form of startups, taking into account the trends of the innovative development of the modern economy. The following methods are used in the article: situational and design approaches; methods of simulation and structural−functional modeling—to determine the potential market demand for innovative products and plan the process of their promotion to the market; and BPMN notation—to formalize the integration links between actors in the process of promoting innovative products on the market. As a result, a scheme for assessing the economic efficiency of innovative product market promotion process management was developed that sorts out several indicators at each stage of the innovation process, which allows one to increase the clarity and completeness of the promotion process management while reducing costs. The system of risk management of innovative products has been studied using the example of the promotion of the innovative startup Hideez Technology Ltd on the market in Europe and the USA. This has allowed the company to benefit economically from implementing the results, reaching USD 20,000. In conclusion, the sequence of actions for making management decisions during the implementation of the strategy for innovative product promotion process management was defined.

The content of innovative development strategy in "Samarkand apparel" joint enterprise in the conditions of market economy

In this article, the issue of increasing the export capacity of the company's products, capturing foreign markets, analyzing economic activity and improving the innovative product marketing program is considered.

ORGANIZATIONAL AND FINANCIAL DETERMINANTS OF THE INNOVATIVE COMPONENT OF THE COUNTRY’S COMPETITIVENESS

Abstract. The article identifies the impact of sources of funding for innovation in the country on economic growth through economic and mathematical modeling and construction of regression equations between GDP and funding for innovation and research costs with the construction of a multifactor regression equation. As a result of regression analysis, it was found that the most significant impact on the resulting indicator have such variables as capital investment from state and local budgets and research and development costs. Using the method of extrapolation, GDP growth was forecast for 4 years, and it was found that capital investment from own funds of enterprises and organizations will grow by 24,08%, capital investment from state and local budgets by 28,42%, research costs and development by 22,76% for the analyzed period.Subject to compliance with the projected values of the financial determinants of the innovative component of increasing the country’s competitiveness, the volume of estimated GDP in actual prices for the forecast period will increase by 936039,011 million UAH or 23,26%. The reasons for the low level of the state of the innovation sphere in the domestic economy are outlined: underdevelopment of the market of innovative products due to low indicators of development of integration processes in it; weakness of relations that determine the innovative nature of economic development; low motivation of the industrial sector in innovative development; the supply of technological innovations created by national industrial companies and research institutions in the domestic market is limited; high cost of development and implementation, high interest rates on the investment portfolio, a long payback period, the focus of financial institutions on the issuance of «short loans», usually consumer loans for technological renewal of industrial sectors. To resolve such contradictions, the system-forming factors of a set of measures to intensify integration processes in the innovation sphere of Ukraine were proposed. Systematized foreign experience in scientific, technical and innovation policy, as well as commercialization of innovations, taking into account which proposed conceptual guidelines for organizational and financial support of the effectiveness of the innovative component of competitiveness: economic mechanisms (direct budget investments; preferential lending; integration with foreign institutions; financial activities; increase the share of GDP aimed at financing innovation processes, development of an effective set of measures to attract international grants and household savings as investments to implement the concept of innovative development of the country’s economy, etc.); organizational mechanisms (formation of integration clusters using the potential of education, business, government, public; state assistance in the development of innovation infrastructure, etc.). Keywords:innovations, financial support of innovative development, country competitiveness, innovation system, cluster, regression, correlation, integration processes. JEL Classification O11, O19, O16, O33, E62, F20 Formulas: 1; fig.: 5; tabl.: 3; bibl.: 12.

Maximizing the Influence of the Innovative Products Diffusion considering Advertisement and Promotion Strategies

With the acceleration of product updates and the intensification of product competition, product market strategies become the primary consideration for the enterprises, and the advertisement and promotion strategies are considered the two important strategies implemented by enterprises. This paper considers the enterprises of similar products and substitute, their formation of a competition between traditional products and innovative products, and establishes a mixed node-level information diffusion model to describe the dynamic product diffusion process with complex network theories. We implement advertising strategies for potential buyers who have not obtained product information and implement promotional strategies for those who have obtained product information. In accordance with Pontryagin maximization principle, we seek the best strategy to maximize the impact of innovative products and use numerical calculations to simulate the diffusion state of products. We found that the advertisement strategies play a decisive role in the marketing of innovative products. If product promotion strategies are added, the spread of innovative products will be more effective and more influential.

COMMODITY AND PRICE POLICY OF THE ENTERPRISE IN THE MARKETING POSITIONING INNOVATIVE GOODS ON THE MARKET

The formation of a post-industrial technological order of production in the first half of the 21st century, the development and spread of the sixth technological order in the context of the formation of a global innovation and technological space have determined the modern state economic policy of Ukraine. It is aimed at achieving sustainable dynamic development of the country on the basis of economic diversification and rejection of the raw material orientation of development. The main vector of the state industrial-innovative commodity-price policy is the creation of competitive and export-oriented goods, works and services in the field of production and services. The article proves that the innovation factor is increasingly used as an engine of economic growth. To increase the competitiveness of Ukrainian enterprises in the market, it is necessary to competently promote and position innovative products. Various methods of positioning innovative products, which will be relevant at the present stage of development of the Ukrainian economy, are considered. Positioning of a product is the place that a given product occupies in the mind of a consumer in comparison with a similar product of a competitor. It is a complex process consisting of a whole range of impressions and sensations for consumers. Positioning is the way a consumer identifies a particular product according to its most important characteristics. The article reveals the features of positioning innovative products in the Ukrainian market. Marketing of innovative products is a relatively new area of research for Ukrainian scientists. The study of existing technologies for positioning and promoting innovations in world practice becomes especially relevant for the development of one's own positioning strategy as an effective marketing tool in high-tech markets.

Value capture in open innovation markets: the role of patent rights for innovation appropriation

PurposeThe role of patents for appropriating (capturing) value from innovation investments has for decades been of major interest to both practitioners and academics in innovation management. Many studies have implicitly assumed that firms appropriate value through in-house creation and marketing of innovative products and services, and that the main function of patents is to protect the exclusive sales in product and service markets. We challenge this assumption in light of the variety of business models, strategies and markets now being available, including different organizational and market forms of open innovation.Design/methodology/approachA conceptual framework and typology of open innovation markets is developed, and the role of patents for appropriation is investigated in these markets among 172 Swedish technology-based firms.FindingsThe results show that the importance of patents has a skewed distribution with some firms rating patents very important and with a fat tail of firms rating patents less important. Most importantly, the results indicate that patents are enabling exchange and technology trade in various types of open innovation markets rather than only supporting vertically integrated business models. Thus patents were found to help rather than hinder the use of open innovation markets.Originality/valueThe paper makes two main contributions. First a theoretical reinterpretation of open innovation with a conceptualization of open innovation markets for appropriation of innovation values. Second an empirical illustration of new roles of patents for appropriating innovation values in these markets. The paper in addition illustrates the use of a counterfactual approach to questionnaire surveys, as well as the complementarities between patents and other means of appropriation.

Features of innovative marketing in modern international chaordic business environment

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".

Innovative approaches to organizing examination work of expertise, promoting products and services based on the principles of system management

Innovation is an essential element of the economic development of modern organizations and enterprises. They have a dual impact on the dynamics of economic growth: on the one hand, they open up new opportunities for economic expansion, on the other, they make it impossible to continue this expansion in traditional directions. The state, society, business organizations are consumers of innovative products. This is why, as a research and educational system, many universities, especially National Research Universities, can become suppliers of innovative products based on their research, educational and manufacturing sites. The article considers one of the options for the possible integration of scientific and educational potential into the market of innovative products by organizing the work process of the Center for Expertise and Promotion of Innovative Urban Planning Products on the basis of the principles of system management: customer orientation, leadership, staff interaction, process approach, improvement, fact-based decisions, relationship management. This approach will ensure high productivity and will contribute to customer satisfaction with innovative products. The considered process includes the stages of creating a bank of innovative products and promoting products among potential consumers in the market.

Marketing tools for managing consumer behaviour in the market of innovative products

The article analyzes the existing approaches to managing consumer behavior. As a result, of the study, the need to manage consumer behavior in the field of innovative goods and services was identified. An analysis of existing methods and approaches to managing consumer behavior was carried out. A methodology was proposed for consistently changing the perception of innovative products by a potential consumer to improve the efficiency of innovative companies. The proposed methodology allows consistently adjusting the perception of a potential target audience through digital marketing tools. The application of the proposed methodology will significantly expand the base of the loyal target audience, which is converted into an increase in revenue, profit and other financial indicators of innovative companies.