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Registration Number

0213U008118, 0110U007960 , R & D reports

Title

MARKETING INNOVATION POLICY OF INDUSTRIAL ENTERPRISES

Head

N. S. Kubyishina,

Registration Date

17-12-2013

Organization

National Technscal University of Ukraine "Kiev Polytechnic Institute".

Description

The scientific - methodical approach to evaluating the effectiveness of the implementation of innovations was developed. It based on the definition of the elasticity of the expected benefits from the introduction of an industrial consumer of innovative developments in the cognitive aspect in view of rational, emotional, motivational and psychological components of behavior that allows the development of management measures to improve innovation in enterprises. The theoretical - methodical aspects of formation of business areas in the marketing management of PB was analyzed. It improves the stability of the enterprise to the variability of the market environment, to generate additional barriers to entry for competitors and increase the profitability of PB. The procedure for using marketing tools in commercialization of innovation was improved. It allows us to identify promising innovations, assess their market prospects and choose the best options for implementation. The model of phase- integrated marketing risk assessment based on modeling the behavior of consumers in a product attribute variability and competitive pricing strategies to determine the projected cash flows of the investment in the project , which allows to determine the likelihood of different levels of profitability of the investment project .

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Бажеріна Катерина Володимирівна
Базь Марія Олексіївна
Гараніна Ірина Ігорівна
Гнітецький Євген Віталійович
Зозульов Олександр Вікторович
Кирик Сергій Миколайович
Кубишина Надія Сергіївна
Овчиннікова Анна Вячеславівна
Солнцев Сергій Олексійович
Цапук Олена Юріївна
Царьова Тетяна Олександрівна
Яворська Катерина Юріївна