Features of advanced marketing in nanoindustry

The problems of commercialization of innovations are a constraining factor in the accelerated development of the knowledge economy (innovation economy) in Russia. The problem of using advanced marketing in the development of a new innovative direction, including the development of nanoindustry products and their commercialization, is considered. Based on the analysis of the market for the products of the modern nanoindustry, the specifics of the commercialization of intellectual property objects in it, the features of the use of advanced marketing methods for innovations in the nanoindustry are determined, which make it possible to speed up the process of developing and bringing a product to the market. It is determined that the methods of advanced marketing should be applied from the moment of theoretical substantiation of the idea of creating a new innovative product and technology of its production. The features (parameters) of nanomaterials that determine their uniqueness in the market of science-intensive products are considered. It is proposed to use unique indicators of nanomaterials as the main criteria for selecting projects for financing and developing an advanced marketing strategy for the commercialization of the created intellectual property objects. On positive examples of the implementation of the concept of advanced marketing for the selection of projects in the Skolkovo innovation center, the innovation center of Tver State University, the Moscow Institute of Steel and Alloys (Technological University), the effectiveness of the use of advanced marketing to increase the efficiency of developing new nanotechnology products and reduce the commercialization time of the created intellectual property. The efficiency of the existing engineering centers at the leading technical universities of the country and the technology transfer centers created there are considered. Measures are proposed to accelerate and improve the commercialization of innovations, taking into account the possibilities of advanced marketing, as well as measures to ensure the accelerated development of the nanoindustry

Keywords: advanced marketing, nanoindustry, nanotechnology, nanoproducts, nanomaterials, intellectual property, commercialization of innovations

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Authors