THE POTENTIAL OF MARKETING IN THE MANAGEMENT OF INNOVATIVE PROCESSES

Abstract

The article is devoted to the study of the role of marketing potential in the management of innovation processes. The component levels of marketing potential are presented - resource, aspect, divisional, methodical, specifying. It has been established that marketing potentials at all levels are assessed by experts on a five-point scale. The paper presents the advantages and disadvantages of the scoring method of evaluating the potential of marketing. Also presented are the components of the extended valuation of the marketing potential, which include the assets of marketing activities and goodwill. It was concluded that the modern innovation process involves marketing support for all participants - from product creators to consumers. The presence of the marketing component should be traced in the composition of the subsystems in the management system of the innovative activity of the enterprise. Taking into account the close interrelationship of the functions of marketing and innovation, it is necessary to consider the innovative and marketing activities of the enterprise as a single innovation and marketing problem. It should be noted that the passage of certain stages of the innovation process is capable of generating "distant" from each other, organizationally separated functional units, in addition, the process of creating radical innovations can go beyond the boundaries of a specific enterprise, but if the vectors of activity of each participant of the innovation process are not connected in one resulting vector, then the innovation process does not achieve its goal. This calls for a mandatory analysis of the factors and opportunities of the external environment when implementing innovative activities.