Improving the competitiveness of innovation based marketing innovation

Тhe ranking of «Global Competitiveness Index 2014-2015 Russia is on the 53 place [1]. Improving the competitiveness of domestic products, including on the world market becomes the task of the day. Analysis of the problems faced by Russian organizations in their innovation activities revealed insufficient attention to the problems of the commercialization process of creation, development, production and sales of innovative products, including, to the marketing and competitiveness.Тhe purpose of the publication is to help domestic companies-innovators to overcome the stereotypes and patterns of behavior in the market and as soon as possible to move to the implementation of an offensive marketing strategy aimed at increasing the competitiveness of its products. Proposed methodology for increasing the competitiveness of innovation (new products), based on marketing innovation (creative solutions). To do this, it used the concept that marketing innovations to be implemented systematically in the context of the value chain of innovation, as well as modernized methods of evaluating and improving the competitiveness of products, taking into account the interests of all subjects of the innovation market. The study can be successfully used for the development of the project to create new products and improve its competitiveness, and to monitor the current dynamics of relevant indicators.

Keywords: methodology, concept, marketing innovation, competitiveness, value chain, market innovation


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