Innovative management

The study of the topic should begin with definitions that will help to remember what "innovation" and "management" are. The term "management", according to point 3.2.6 of GOST R ISO 9000 (2008 edition), should be understood as coordinated activity on management and management of the organization. It has long been standardized and widely used. The term "innovation" was introduced for the first time in GOST R 54147, item 3.1.2.9 (edition of 2010). In English, it sounds like "innovation" (literally, "in the direction of updates" or "in the direction of changes"). It is accepted to interpret the end result of innovation, which is marketed in the form of a new or modified (improved) product or technological process that is used in practice.

Innovation may not be any innovation, but only that which increases efficiency. All the terms that innovative management uses are standardized by GOST R 54147. The standard has been applied in the Russian Federation since September 2011.

In other words, innovation is the result of intellectual activity, which in the form of a product or services has certain consumer properties and is in demand on the market. The essence of innovative management is a set of interrelated actions that are aimed at achieving competitiveness and maintaining the viability of the organization. Thanks to the mechanisms of management of innovative processes, the idea turns into a commodity. At the initial stage (the longest stage), scientific research is carried out, development and design are carried out, which then go to the next stage, called the "product life cycle". For the innovative idea , the term "GZPP" is also used, which means the period from the moment of origin of the idea to the author's use before the consumer's innovation.

Innovative management is crucial to the continued success of any company. Long-term sustainability of the business can be determined by the organization's ability to competently direct innovative resources to solve tasks related to market and economic conditions. In a rapidly changing external environment, effective management of innovation has become an important requirement to ensure not only the competitiveness of products, but even the survival of companies. Typically, investments focus on the development of new products, services or technologies. However, the types of innovation that can improve performance are far beyond that. They also concern the changes in the company's business processes. Therefore, the key task is to constantly identify the relevant areas and their successful investment.

Innovative management includes a set of tools that allow executives and professionals to act effectively to achieve the goals of business processes. The main efforts are aimed at creating conditions and tools within the organization that will allow it to respond quickly to external changes, effectively using internal opportunities and creative efforts to introduce new ideas, processes or products. It is important to note that innovative management can not be equated with R & D, as it involves the inclusion of work processes of all levels and functions that contribute to the creative development of the company, including production and marketing. Using the appropriate tools to manage innovation, senior management can initiate and implement creative approaches for the further development of the company.

Methods and methods of innovation management should be aimed at increasing the competitiveness of the company. For these purposes, the following are useful:

Marketing of innovations. This is the management of the demand for innovation through market research, innovation planning, communication, pricing, the organization of innovation promotion, and the simultaneous deployment of services.

Reengineering can fundamentally rethink and radically re-design business processes to achieve abrupt and tangible improvements in terms of performance (quality, cost, service, pace of progress) that characterize the company's operations.

Benchmarking is used to study the activities of competitors, in order to develop activities to improve their business, including through the use of positive experience.

The brand strategy is necessary for the complex study of the company's image, it is created by promoting its brands in the market.

Pricing allows you to influence the price mechanism for the implementation of innovative projects.

Front-line or front-line market is, in essence, an operation to capture the competitor's market. The main point in this case - the choice of the price at which the innovative solution will be sold, is usually used principle - if only it was bought.

The presence of an innovation base can become a key component for continuous effective change, which increases the business's ability to generate the consumer value of its products as a result of the process. The most important element of this structure in the decision-making process is the compilation of a list of ideas. For large organizations, innovative investments are considered as part of the overall solution of the investment portfolio of the business.