Strategic marketing of innovations in the cosmetic market
https://doi.org/10.20914/2310-1202-2016-1-277-281
Abstract
The article is discusses the scientific and theoretical approaches to marketing of innovations in the cosmetic market in the strategic aspect. It is showing the development of the concept of strategic marketing innovation in the foreign and domestic scientific literature; the key concepts of marketing innovations is clarified; elements of the commercialization of innovative products is identified; the specificity of strategic marketing innovations in the cosmetic market in the Russian conditions is established; actual problems of innovative development and commercialization of innovations is identified; an assessment of the Russian market of innovations. The marketing of innovations – is a systematic methodological approach that combines the strategy and tactics of promotion goods (works, services, technologies), having substantially new properties, at the level of economic entities, it is proved. Under the innovative products offered to understand the implementation of the results of scientific and technological activities in the form of goods, works and services, which have an absolute or relative scientific and technological novelty and (or) consumer value, going beyond the existing traditions. Innovative production is subdivided into two main categories: not commercialized and the commercialized production. Process of commercialization of innovative goods is considered as three-level system: the first level is the state innovation policy (macro-level); the second level – regional innovation policy (meso-level); the third level – commodity innovative policy of enterprise (micro-level). It was shown that the weak spots for Russian manufacturers of innovative products has been and remains insufficient elaboration of organizational and methodological approaches to strategic marketing of innovations in industry the as aspect, including in the sector of cosmetic goods. Recommendations for the development of marketing strategy of innovation for the Russian manufacturers of cosmetic products based on the analysis of world practice, its Russian market and detailed study of marketing strategy of innovation.
About the Author
O. S. Laskina
L’Oréal Company, Lux Division
Russian Federation
Head of trade marketing department, phone +7 903 195 78 78
Russian Federation
Head of trade marketing department, phone +7 903 195 78 78
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Review
For citations:
Laskina O.S. Strategic marketing of innovations in the cosmetic market. Proceedings of the Voronezh State University of Engineering Technologies. 2016;(1):277-281. (In Russ.) https://doi.org/10.20914/2310-1202-2016-1-277-281
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