МАРКЕТИНГ ІННОВАЦІЙ В АГРАРНОМУ СЕКТОРІ: СПЕЦИФІКА СІЛЬСЬКОГОСПОДАРСЬКИХ ПІДПРИЄМСТВ
Journal Title: Вісник Харківського національного аграрного університету ім. В.В. Докучаєва Серія “Економічні науки” - Year 2017, Vol 1, Issue 4
Abstract
O.M. Litvinova. Innovation marketing in the agricultural sector: specificity of agricultural enterprises. The article is devoted to problems of marketing of innovations in agrarian sector. The specific issues of agrarian enterprises which should be taken into the account when performing marketing activities in innovation sphere were researched. Approaches, motivation and goals of such activities were substantiated. it was shown that actual problems of agricultural enterprises act as the main driving force of marketing of innovations. Orientation to solving such problems is the important instrument of mitigation the risk related to innovation activities and in conjunction with commercialization of developed innovation products secures the demand for them. The role of scientific and educational spheres is reduced to discovering the real problems of agricultural enterprises, analyzing the proposed solutions, improving them and developing the market level innovation products on this base. innovation cycle ends with the commercialization stage, when marketable innovation product is proposed for sale to general public. important conditions for this are the return on expenses tied to the implementation of innovation products by the customers combined with the improvement of efficiency of economic activities. This approach secures sustainability of the innovation process, its orientation to the real practical problems, ability of the innovation activity subjects in agrarian sector not only to self financing but also to profitable functioning. Key words: agrarian sector, innovations, marketing of innovations, agrarian enterprise, marketing, efficiency, investment, return
Authors and Affiliations
О. М. Литвинова
Keywords
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