The study of interrelation of technological and marketing innovations strategies in Russia

The paper proposes a methodology for determining the presence or absence of a strong connection between the strategies under study. The strategies of the behaviour of enterprises are analyzed depending on two forms of ownership — Russian and foreign ones. It is established that the investigated strategies are strongly interrelated for enterprises of both forms of ownership. It means that, on the one hand, marketing innovations are used for the promotion of innovative products with a significant degree of technological novelty. On the other hand, marketing innovations could be used to define and shape market demands when creating innovative products with a substantial degree of technological novelty. For enterprises of the Russian form of ownership, the implementation of such strategies was characterized by high costs for marketing innovations. Foreign-owned enterprises that still lack a strong link between these strategies are forced to invest more actively in marketing innovations

Keywords: technological innovation core, marketing innovation core, innovation subcore, complementarity of technological and marketing innovation strategies.


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