Abstract

Based on the analysis of product portfolio of corporate enterprises identified stages of innovation and product strategy proposed and justified the formation of innovative product strategy on the example of the corporate enterprise «Obolon» TM «Zhivchik.» The main tasks aimed at development and implementation stages of the innovation strategy (analysis of strategic set of products choices strategic decisions, the formation of innovative commercial policy objectives, selection of innovative product strategy), which will background for design for innovative commodity strategy corporate enterprise. Determined that the implementation of all development will provide significant benefits over similar corporate enterprise competition. First, it will increase the competitiveness of the market, and second, it will increase the level of customer satisfaction that will draw attention to the corporate enterprise as a whole.

Authors and Affiliations