Marketing aspect of the innovation communications development

Author:

Prokopenko Olha1ORCID,Omelyanenko Vitaliy2ORCID

Affiliation:

1. Doctor of Economics, Professor, University of Bielsko-Biala, Poland; International Humanitarian University, Ukraine

2. Ph.D. (Economic), Associate Professor, Business Economics and Administration Department, Sumy State Pedagogical University named after A.S. Makarenko

Abstract

The article analyzes innovation communications (InCo) as a factor for the innovation networks development. It is shown that the necessity to use InCo practice is due to the complexity of processes in high-tech sectors and the relevance of the development of appropriate organizational and economic tools for marketing relations. The main goals of the innovation networks development are determined. In the context of the study of factors for the innovation networks development, the role of relationship marketing, which involves the constructing long-term mutually beneficial relations with key partners of the economic entity, should be noted. It is determined that relationship marketing acts as a tool for practical implementation of the concept of joint creation of value in modern institutional forms of interaction in the innovation system (innovation networks, in particular virtual, international clusters, alliances, etc.). It was emphasized that in order to achieve the network aspect of innovation development of the economy, it is necessary to use models of open innovation, that is, combining efforts of economic entities in the scientific and technical field and exchange of operating results. The main communication problems, which cause the blocking of innovation development are determined. The analysis made it possible to distinguish between the groups of methods and mechanisms that are most often considered in the InCo practice. InCo practices are considered in terms of the possibility of organizing and self-regulating systems.

Publisher

LLC CPC Business Perspectives

Subject

Management of Technology and Innovation,Marketing,Economics, Econometrics and Finance (miscellaneous)

Reference19 articles.

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