OUTLAY FOR COMMERCIALIZATION OF HIGH-TECH PRODUCTS IN THE CONTEXT OF MARKETING MODELS OF INNOVATION DIFFUSION
Journal Title: Вісник Київського національного університету імені Тараса Шевченка. Економіка. - Year 2015, Vol 7, Issue 172
Abstract
This paper consider the main components of transaction costs on the creation and commercialization of high technology products and objective trend of growth in a market phase of the life cycle of high technology products, due to the high level of information asymmetry resulting absence of market-tech features and products, which materialized scientific and technical knowledge and novelty causes significant quality of these products. The necessity of identifying the costs for commercialization of high-tech products is revealed based on theoretical assumptions of marketing models of innovation diffusion. The results obtained show the objective nature of the avalanche increase of transaction costs choice, caused by a high level of information asymmetry, which occurs in gaps in lifecycle of high technology products adoption. A development and systematization of marketing measures to bridge the gap in life cycle of high technology products adoption are made in accordance with the economic interests of the dominant categories of consumers.Based on the analysis of psychosocial portraits of five types of consumers of high technology products disclosed their economic interests. In this paper development and systematization of marketing activities to bridge the gap lifecycle adoption of high technology products in accordance with the economic interests of dominant consumers. Authors determined the components of long-term innovative marketing plan and its individual programs focus on the main problem of high technology adoption life cycle of products – overcoming the "divide" between the early market, which forms only one sixth of the circle of potential customers as individuals, and the main market, accounting for five sixth of consumers high technology products and which are legal entities. The results argued becoming tech marketing, embodying the concepts of network society and "open" innovation through marketing tools focus on the formation and implementation of partnership and manufacturer of high technology products of its customers, particularly in the form of consumer crowdsourcing.
Authors and Affiliations
Svitlana Firsova, Oksana Zhylinska
Keywords
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- EP ID EP401099
- DOI 10.17721/1728-2667.2015/172-7/1
- Views 58
- Downloads 0
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