BRINGING INNOVATIVE PRODUCTS TO MARKET: FEATURES AND PROBLEMS

The innovative products market has its specifi c characteristics, which are refl ected in the innovation marketing. The article examines the characteristics and problems of the innovative products launch on the market that is due to the fact that the tools of this stage of the product life cycle play a special role in the marketing of innovations. The consideration of these problems is especially important in the modern Russian conditions.

Goal/objectives. The purpose of this article is to identify the peculiarities of innovative products bringing to the Russian market. To achieve this, the author has formulated and solved the following tasks: to investigate the specificity of the innovative products market; to analyze the main tools of innovation marketing; to study the peculiarities of the Russian innovative products market; to identify the factors that determine success of innovative products launch to the market.

Methodology. The theoretical basis of the article is the researches of Russian and foreign scientists on various aspects of innovation theory, innovative products market. As a methodological basis were used methods of analysis, synthesis, analogy, comparison, induction and deduction.

Results. The results of the study helped to identify the factors that determine the eff ectiveness of this process. It is found that the success factors of innovative product have two components: technical, which determines the value of innovation product, and marketing, taking into account the product selection criteria of customers.

Conclusions/significance. The process of innovative products launch requires special instruments, which are often unavailable to small and medium businesses. At the same time, innovative products are mostly created in this sector of the Russian economy. The solution of these problems would be to attract strategic investors at the stage of start-up and partners search.

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