Academic journal article Academy of Strategic Management Journal

Choice Formation at the Consumer Market of Innovative Products

Academic journal article Academy of Strategic Management Journal

Choice Formation at the Consumer Market of Innovative Products

Article excerpt

INTRODUCTION

To solve the problem of increasing the costs of economic agents for the innovative products in the Russian Federation (RF), it has been developed a system of measures, encouraging the purchase of high-tech goods and services by the entrepreneurship subjects, it has been created the Registry of Innovative Products, Technologies and Services that are recommended for use, it is incorporated the institutions that ensure risk reduction of introduction of new products and enable to coordinate the developers' efforts, it is transformed the principles of functioning of educational institutions, aimed at forming a qualitatively new structure of professional competences and participating in the promotion of innovative projects, etc. Such measures are aimed at increasing the supply volume of innovative products, which is one of the key factors of their competitiveness at the national and international markets. This, in turn, causes an increase of the basic macroeconomic indicators, level indicators and quality of life of the population. According to the expert estimates of McKinsey Global Institute (MGI) - an independent research unit of McKinsey Company, the total direct benefit of mankind from the introduction of 12 advanced technologies in 2015 was comparable with the GDP volume of the USA and the states of the European Union (in the aggregate). However, a prerequisite for the effectiveness of this strategy is the availability of consumer demand for the innovative products, characterized by a number of specific features, without which it cannot be formed a closed innovation cycle and it cannot be successfully made the innovations commercialization. In the presence of the general laws of functioning of the market of innovative products, it should be recognized the existence of a number of specific features, which are determined by the subjective and objective structure of economic relations arising in the consumer market of innovative products. This makes it necessary to study the choice management tools of households, entrepreneurship and state subjects in favor of innovative products. This has determined the choice of research topic, its theoretical and practical significance.

The ideas about the nature and forms of innovation have passed several stages in their development. At the end of XIX - the first third of the XX century it was the beginning of the formation of innovation theory in the framework of the concepts of economic growth and cyclical development of society. In the second half of the XX century it was presented different approaches to the innovation classification, it was conducted the analysis of the relationship of cyclical economy with the innovation cyclic nature through the S-shaped logistic curve that formed the basis of dynamic modeling of innovative business. Further development of the innovation theory and innovative development is associated with the papers of A. Klyaynknekht (the theory of innovation clusters on the long-term economic cycle phases), J. Van Dyne (the development of the theory of "long waves" in the economy, taking into account the infrastructure role), A.I. Anchishkin (position on the role of scientific and technological progress in the planned economy), Yu.V. Yakovets (study of the relationship of radical innovations in different sectors of society), S.Yu. Glazev (the concept of technological structures) D. Kolb (the "learning loop" model), J. Tid (the innovation process model), G. Chesbro (the model of "open innovations"), A.J. Berkkhout (the cyclic innovation model), L. Hayn (the integrated product development model), E. Rojers (the segmentation model of potential innovation customers on the basis of individual predisposition to the innovation perception) et al. The current stage of development of the innovation theory is associated with the formation of the concept of national innovation systems, the study of innovation activity management functions.

The beginning of development of the theory of consumer behavior was laid in the papers of the representatives of the classical school of political economy (the idea of commodity fetishism of K. …

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