Modern innovative marketing technologies’ practical tools analysis as a way to increase the high-technology enterprises’ competitiveness

Andrey A. Sazonov

doi:10.46502/issn.2711-2454/2020.3.2

Andrey A. Sazonov Moscow Aviation Institute (National Research University), Moscow, Russia.

DOI: https://doi.org/10.46502/issn.2711-2454/2020.3.2

Keywords: enterprise’s competitiveness, industrial innovation, marketing of innovations, novelty marketing, technologies in innovation.

Abstract

The article is devoted to the features’ study of the modern innovative technologies use in the marketing sphere, in order to establish the possibilities that allow modern industrial enterprises to increase their competitiveness level. The authors highlighted the theoretical and methodological foundations for modern innovative technologies application in the marketing sphere necessary for organizing the integrated management process of enterprise’s competitiveness indicators. The key features incident to modern marketing of innovations are determined. The lateral marketing improvement directions as a methodology for marketing approaches development and implementation in the company's activities to increase its efficiency in the competitive market environment formation for the production and sale of goods in modern economic conditions are considered. The main innovative marketing complex components are highlighted. The issues related to research in the innovative products’ marketing research field and forecasting the markets’ development are considered. The role played by modern marketing research in the scenario planning mechanisms’ development is determined. The factors that can have a significant impact on the industrial enterprises’ innovative activity indicators are structured. At the end of the article, the authors concluded that the current economic development level makes it possible to define innovation as a unique asset capable of qualitatively influencing the modern industrial enterprises’ competitiveness main indicators, which in turn will lead to the fundamentally new products, services and technologies emergence.

Downloads

Download data is not yet available.

Author Biography

Andrey A. Sazonov, Moscow Aviation Institute (National Research University), Moscow, Russia.

PhD in Economic Sciences, Associate Professor of Department of Management and Marketing of High-Tech Industries, Moscow Aviation Institute (National Research University), Moscow, Russia.

References

Artamonova, A. S. (2016). Marketing activities in a scientific organization. Questions of territorial development, 4(34), 10.

Balashov, V. V., Lavrovskaya, I. B. & Zheltenkov, A. V. (2014). Foreign practice of scientific activity selective management in scientific and educational socio-economic systems. Bulletin of Moscow State Regional University. Series: Economics, 2, 6-13.

Isakova, O. N. (2018). Competitiveness and quality, their place in the innovation marketing strategy. International student scientific bulletin, 5.

Komonov, D. A., Mikhailova, L. V. & Sazonov, A. A. (2018). Theoretical aspects research of assessing the value of an innovatively active enterprise. Bulletin of the University, 4, 35-38.

Kuznetsov, V. P., Romanovskaya, E. V. & Khraban, G. S. (2017). Innovative marketing as a way to improve competitiveness. Vestnik NGIEI, 6(73), 94-101.

Nadobnikov, E. V. (2012). The innovative technologies use to improve the competitiveness of an industrial enterprise. Scientific and technical statements of St. Petersburg State Polytechnic University. Economic sciences, 5(156), 113-119.

Novikov, S. V. (2018). Methodology for evaluating suppliers of research and development work in procurement. Discussion, 4(89), 32-37.

Podoprigora, M. G. & Pivovarova, K. A. (2016). Model of the marketing management process of a non-profit organization. Fundamental research, 10-1, 183-188.

Putyatina, L. M., Dzhamay, E. V. & Lavrova, L. A. (2015). The main aspects of the commodity policy development of a machine-building enterprise as an important element of its marketing activities. Bulletin of Moscow State Regional University. Series: Economics, 1, 58-61.

Sazonov, A. A., Kolosova, V. V., Vnuchkov, Yu. A. (2018). Methods for evaluation and analyzing the economic efficiency of enterprise’s innovative activities. Bulletin of Moscow State Regional University. Series: Economics, 2, 180-187.

Sorokin, A. E. & Novikov, S. V. (2018). Some features of innovation management in the EU and the USA. Innovations, 6 (236), 84-91.

Volod’ko, V. F. (2020). Innovative models of enterprise’s marketing activities. Science and technology, 2, 130-138.

Zheltenkov, A. V. & Yudin, E. B. (2017). Adaptation of industrial organization management to the conditions of the development mechanism functioning: concepts and models. Bulletin of Moscow State Regional University. Series: Economics, 2, 72-78.

Zheltenkov, A. V., Mottaeva, A. B. & Kubrak, I. A. (2017). The role of investment in ensuring economic growth. Bulletin of Moscow State Regional University. Series: Economics, 1, 6-10.