Commercialization of innovations: peculiarities of sales policy at innovation active enterprise

Олефіренко, Олег Михайлович; Шевлюга, Олена Геннадіївна

doi:10.21511/im.13(2).2017.01

Cited by 15 publications

(19 citation statements)

References 7 publications

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“…Normalized matrix value can be derived by multiplication of normalized value and weight, which is done by Eq. (1). Distance for each ideal and non-ideal alternative can be calculated by the sum of the squares of weighted criterion values.…”

Section: Methodsmentioning

confidence: 99%

“…In particular, the existence and growth of micro, small and medium-sized enterprises become particularly dependent on the ability to apply new knowledge, organizations and working methods, as well as the capacity to engage in the commercialization of research to develop new products, services or processes. The high level of technological development in the post-industrial economy allows for the transformation of one resource into another, as well as stimulates the process of creating new prosperity [1].…”

Section: Introductionmentioning

confidence: 99%

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Differences in Commercialization Policies of Innovations. Customer Perspective

Atvare

Kudurs

Blumberga

2022

Environmental and Climate Technologies

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The last decade in particular has seen prosperity in global challenges. Traditional industry leaders have to compete with the challenges of the new generation in emerging markets. Although the European market is competitively mature, the prosperity in global challenges makes it necessary to defend the domestic market as well as to pursue growth opportunities in emerging markets. Analyzing the trends, a comparison of the US and Chinese innovation commercialization policies from a customer perspective with Europe was distinguished. The main difference is Europe's narrowly defined customer segment, companies do not adapt to customer micro-segments with non-matching product and service requirements, because individual attraction strategies must be implemented for each branch, which increase the difficulty to draw potential global clients. The aim of this work is to analyze the US and Chinese innovation commercialization process policies from a customer perspective to gain an insight into the improvement of European national policy models. A multi-criteria decision analysis was used to compare the US and European influencing factor criteria, which focuses on customer segmentation, to determine the most influential segment. Data were also collected in the analysis of the success of European commercialization. The focus on the US end-market approach is expected to increase the value of the proximity factor by improving the implementation of European innovation policy in practice.

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Section: Methodsmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Differences in Commercialization Policies of Innovations. Customer Perspective

Atvare

Kudurs

Blumberga

2022

Environmental and Climate Technologies

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“…There is a need to take into account the economic indicators of the personnel work and the organizational skills of the business team in the system of sales, as part of the marketing activities of the industrial enterprise during radical transformations. These aspects were studied by Olefirenko and Shevliuga (Olefirenko & Shevliuga, 2017).…”

Section: Economic Tools For Staffing Of Business Processes Reengineermentioning

confidence: 99%

Personnel aspects of marketing activity reengineering at the industrial enterprises

Taraniuk

Kobyzskyi

Taraniuk

et al. 2018

Innovative Marketing

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While implementing the radical transformations, such as the business processes reengineering in the work of industrial enterprises, there is a need to increase the personnel operating efficiency in the business processes redesign. The urgent increase of control by the top management of companies is demanded for observing the procedure and standards of business processes reengineering at the enterprises in order to increase its cost effectiveness. Therefore, the relevance of the scientific research subject is indisputable. The research works of academic economists concerning the features of staffing for the business processes reengineering of companies are analyzed. The ways to overcome the resistance to organizational changes of industrial enterprises by the staff are developed. The description of the effective members of the reengineering team in the work of the company has been improved by forming special features of each member of the reengineering team. The personal and professional competencies of the personnel are shaped and offered as the most effective ones for successful realization of marketing activity reengineering at the industrial enterprises. A questionnaire was developed as part of the analysis and selection of personnel during the marketing activities reengineering at the industrial enterprises. The resulting component of the questionnaire was developed for making managerial decision on personnel selection in reengineering teams.

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“…In other research, Olefirenko and Shevliuga (2017) emphasize that in developing markets, improving the company's financial results is possible as a result of focusing on innovative goods and services introduction.…”

Section: Literature Reviewmentioning

confidence: 99%

Assessment of the enterprise marketing performance

Korzh

Gaievskyi

Hurdzhyian

2017

Problems and Perspectives in Management

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Nowadays, the Ukrainian economic system is facing difficulties because of country's integration into the world globalization processes, and crisis phenomena create uncertainty and lack of stability to entrepreneurship that results in the increase in risk of international business processes. Therefore, assessing the marketing performance of a domestic enterprise under the instability is of particular interest. This requires for quantitative and qualitative system-based and situational reasoning of its marketing development plan. The main objective of the paper is to determine the methodological approaches to assessing both the quantitative and qualitative results of an enterprise's marketing performance. It is determined that in the current context of the national economic system, the operation of business must include the actions directed to mutually agreed economic, image-building, informational, environmental, and social goals. In this regard, the concept of marketing strategy of an enterprise's functioning and development in a volatile environment based on the system-based and situational approach is developed, and the assessment tools to evaluate marketing strategy performance are proposed (marketing performance evaluation model based on sales revenue index; forecasting the amount of profit from participation in international business processes; plan of actions in cases of forecasting the profit from participation in international business processes taking into account the effectiveness of marketing strategies realization; PSR-FM method that allows to integrate evaluation results of customers' perceptual and transactional loyalty). The approaches to assessing the effectiveness of the enterprise's marketing strategy development allow to analyze both the marketing performance of an enterprise at large and the specific marketing initiative regardless of area of economic activity.

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Commercialization of innovations: peculiarities of sales policy at innovation active enterprise

Cited by 15 publications

References 7 publications

Differences in Commercialization Policies of Innovations. Customer Perspective

Differences in Commercialization Policies of Innovations. Customer Perspective

Personnel aspects of marketing activity reengineering at the industrial enterprises

Assessment of the enterprise marketing performance

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