PSYCHOLOGICAL READINESS OF SUBJECTS OF INNOVATIVE ACTIVITIES DURING IMPLEMENTATION OF INNOVATION MARKETING

Abstract

The question of the psychological readiness of consumers and other participants in the innovation process for the appearance of a future novelty is quite relevant today. We have developed a number of recommendations for the formation of psychological readiness for innovations on the part of the main subjects of the innovation process. Therefore, the first stage is the analysis and consideration of socio-psychological factors that affect the effectiveness of the innovation process. The next stage is the distribution of tasks between the subjects of the innovation process depending on their role positions and socio-psychological guidelines. Also, an important aspect is studying the causes of psychological barriers and finding ways to overcome them. It is indicated which points should be paid attention to on the path of innovative development so that there are as few barriers as possible associated with psychological unpreparedness. It was determined that the ability of subjects of innovative activity to accelerate innovation is one of the main prerequisites for innovative development.

Keywords

• innovations
• subjects of innovative activity
• psychological readiness
• ability to innovate
• barriers to the perception of innovations