PROBLEMS OF PROMOTION OF INNOVATIVE PRODUCTS IN THE MARKET
Abstract
This article analyzes one of the problems of innovative management – the unsuccessful introduction of new products to the market, which is faced by many companies engaged in the development and production of new products and services. Considered as force majeure reasons, and own miscalculations of organizations in this market. The main types of risk arising from the innovative activity of companies are considered. Various types of uncertainties that affect the innovation process are taken into account. Examples of unsuccessful positioning of a new product on the market are given, including miscalculations made by such well-known companies as Coca-Cola, Motorola, etc. The marketing mistakes of companies are considered in detail, leading to the fact that successful and high-quality goods do not occupy the corresponding place in the market.
About the Authors
Ol'ga A. Volodina
MADI
Russian Federation
Ph. D., associate professor
Russian Federation
Ph. D., associate professor
Aleksandr A. Neretin
MADI
Russian Federation
Ph. D., associate professor
Russian Federation
Ph. D., associate professor
Ekaterina J. Faddeeva
MADI
Russian Federation
Ph. D., associate professor
Russian Federation
Ph. D., associate professor
References
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3. Krasnikova E.O., Evgrafova I.Ju. Innovacionnyj menedzhment. Shpargalka (Innovation management. Crib), Moscow, Nauchnaja kniga, 2009, 120 p.
4. Hotjasheva O.M. Innovacionnyj marketing v malyh i srednih firmah (Innovative marketing in small and medium-sized firms), Moscow, Prospekt, 2010, 240 p.
5. Hotjasheva O.M. Innovacionnyj menedzhment (Innovation management), Saint-Petersburg, Piter, 2006, 384 p.
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