The essence and principles of marketing in the context of innovation development strategy

The relationship and interdependence of patent and marketing research is clearly traced when comparing the content of each of them, as both rely on the classical principles of marketing. Carrying out a complex of patent and marketing research is a necessary condition for the creation and commercialization of innovations. The implementation of these studies, as well as R & D, requires the presence in the structure of the organization of the relevant units, qualified specialists, constant interaction and their focus on solving problems in accordance with the chosen strategy.

The essence and principles of marketing in the conditions of innovative development of the company is ultimately expressed in the fact that commercially successful innovations are created as a result of close interaction of R & D units with patent and marketing services, starting with the idea of a new product or process, Market and implementation of alternative strategic tasks (meeting the needs of a particular market, expanding production volumes and increasing market share, entering new markets, etc.).

The conditions for the effective implementation of the strategy of innovative development are the creation of intellectual property (OIC), which form the basis, based on the importance of which it is possible to implement the business strategy of the organization, to realize the goals and principles of marketing the enterprise.

Depending on the availability and weight of the portfolio of patents on promising areas of science, the organization can adopt:

A) leadership strategy, if inventions are created that can be the basis for new products and technologies;

B) a strategy for improving manufactured goods and technologies, if inventions have been made that allow them to achieve their qualitatively new characteristics and satisfy the growing needs of the market;

C) survival strategy, if the inventions created only partially improve the consumer properties of goods.

Undoubtedly, the choice of strategy depends not only on the financial and logistical capabilities of the company, but also on how effectively the key principles of marketing of an innovative enterprise are realized. One of them is that, in conditions of open world competition in the strategy of innovative development of the economy, the most important component of success is the concentration of resources on the directions that ensure, on the one hand, stable competitive advantages due to the high scientific and technological level of production technologies and products, and On the other - relatively lower production costs, the demand for this product or technology specific market. The answer to this question is designed to provide marketing services that implement the communication policy of the organization. It is important to maintain a feedback between the intermediate results of the developments and the results of marketing research in order to correct management decisions in the implementation of innovative processes. Foreign experience shows that the data of marketing research are aimed at creating inventions that meet the current market needs.

The principles of marketing in the framework of the innovation strategy also suggest that in the provision of competitive advantages, an important role is played by the constant interaction of the developers of innovations and patent departments directly at all stages of the innovation cycle - from invention to commercialization. The main efforts of the patent division of the company should be focused on solving a set of tasks that contribute to obtaining the maximum possible results - maintaining or gaining competitive superiority.

In particular:

- carrying out patent information retrieval and analysis of the achieved level in a particular field of activity;

- identification, systematization of protected ITN and selection of forms of their legal protection;

- registration of applications for obtaining security documents for these objects or their registration;

- formation of a portfolio of patents and patent applications for perspective (determining) directions of economic development;

- selection, valuation and registration of commercially significant objects;

- determination of the dominant objects in the long-term planning of their commercialization;

- determination of the main advantages of the process or product, analysis of possible ways of entering the market;

- advertising and information support, including international promotion;

- verification of patent purity of products, applied technologies and means of individualization of goods and services;

- monitoring (assessment, forecast) of the state of development of certain scientific areas, changes in the patent licensing situation and market needs;

- Identification of perspectives and interested organizations (firms) in the expansion of technological exchange or production volumes of products through the sale (purchase) of licenses for OIC.

As can be seen from the list of tasks alone, this list practically coincides with what are the basic principles of marketing that need to be realized and which must be followed when implementing the innovative vector of enterprise development.