Process of formation and implementation of polygraphic enterprises’ marketing innovation policy
Journal Title: Вісник Житомирського державного технологічного університету. Серія: економіка, управління та адміністрування - Year 2019, Vol 87, Issue 1
Abstract
The paper proves that the marketing innovative policy of the enterprise promotes the interaction of scientific and technical, marketing, production, social, organizational and economic activities in the process of creation and implementation of innovations. It is a set of goals, principles, methods, directions, measures and tools that ensure the formation and implementation of the innovation strategy of enterprises in order to create sustainable competitive advantages and maintain a competitive position market. To implement marketing innovation policy, we developed the business model, which is the schematic description of the company's activities. The basis of the business model is the consumer value of the product that the company produces. Managing the process of creating the consumer value of the product is based on the network form of business organization. At the heart of the modern paradigm of strategic management of a network association is the marketing of relationships, according to its provisions, the most valuable assets of any company, is the partnership relationship. The need to intensify the innovation activities of enterprises, the motivation of employees to innovate activities led to the search for new models, one of which is the intrapreneurship, which consists in creating an enterprise structure within the enterprise in order to enable employees to innovate on the resource and organizational basis of the existing enterprise. To provide the information support for innovation management at all the stages of the lifecycle, CALS-technologies are used, which-provide the increase in the efficiency of innovative processes by accelerating the stages of research and development of products. One of the key areas for implementing the marketing innovation policy and the guide for the business model is to create additional (unique) value of products in the context of the network interaction of polygraphic enterprises in the chain of value creation in accordance with the concept of marketing partnerships based on the model of open innovation.
Authors and Affiliations
K. S. Shaban
Keywords
Related Articles
- EP ID EP551527
- DOI -
- Views 105
- Downloads 0
Theoretical approaches to determining the financial provision of public transportation
The work is devoted to the improvement of theoretical approaches in determining the financial provision of transportation by public transport at the regional level. The author summarizes the concept of the «financial sec...
Improving the system of public debt management and strengthening sustainability of public finances
The scientific research describes the essence of public debt. It shows the lists the tasks that must be fulfilled in the process of public debt management. The paper analyzed the problems of state debt in Ukraine, which...
Forecasting of enterprise’s financial indicators as the basis for financial stability formation
The issue of company’s financial sustainability ensuring in modern business conditions is very important for enterprises of any size. This article is dedicated to the research of forecasting tools and their role for the...
Motivational component of industrial enterprises’ innovative development activation
The current state of development of the economy is based on foreign experience and the introduction of innovations in all the spheres of human life, which exacerbates the competitive struggle of market participants for t...
Methodological provisions of the economic analysis of the processes of forming public-private partnership projects
The current research deals with the analysis of scientific literature, and it was established that the issue of the development of theoretical, organizational and methodical issues of functioning public-private partnersh...