COMPLEX INNOVATIONS TESTING FOR OPERATORS OF RETAIL TRADE DURING THE CONSUMPTION PROCESS
Journal Title: Економічна стратегія і перспективи розвитку сфери торгівлі та послуг - Year 2019, Vol 1, Issue
Abstract
The features of the promotion and introduction of innovations initiated by users in the context of the implementation of the analytical function of marketing of retail operators are investigated. It is noted that innovations of innovating users differ from innovations generated by innovating producers by their initial motivation to innovate. It was noted that the retail operator acts as an intermediary between production and consumption, as well as the initiator of innovative changes, which should be tested in the framework of the trade network. It has been revealed that stimulation of user’s innovations allows achieving additional positive socio-economic effects of innovation activity: more efficient satisfaction of consumer needs, reduction of transaction costs for the dissemination of knowledge. The principles that it is advisable to follow to implement policies aimed at supporting user-initiated innovations are given. It is revealed that the introduction of custom innovations involves the effective use of non-formalized knowledge gained and accumulated as a result of interaction with consumers. The innovative areas of development of retail operators are identified, which implementation will lead to increased competitive advantage and identify reserves for innovative research. The types of models for testing innovations are considered depending on their internal or external orientation, level of involvement and the necessary amount of financial obligations. The rules for creating innovative laboratories are given, the implementation of which increases the efficiency of developing and implementing innovations in a retail operator. It was noted that the creation of innovative laboratories can increase sales, reduce costs and get benefits in the positioning of the retail brand. The types of innovative laboratories of the retail network are characterized; they can be divided into groups depending on the scope of their activities: the use of best practices, marketing tools and experience; improving or implementing a digital and e-commerce platform; improvement of warehousing, logistics and execution services. It was noted that retail operators should collaborate together to create innovation laboratories to participate in the innovation processes and integrate the new technologies into their business models.
Authors and Affiliations
Надія Проскурніна, Nadiia Proskurnina
Keywords
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- EP ID EP605067
- DOI 10.5281/zenodo.3265702
- Views 145
- Downloads 0
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