The Mechanism of Influence of the Marketing of Innovations on the Competitive Advantages of Enterprise

Abstract

The article is aimed at consideration of theoretical approaches and developing practical recommendations on the need to introduce a mechanism for marketing innovations in order to enhance the competitive advantages of enterprise. The conception of marketing innovations is defined as a business philosophy that involves identifying the market opportunities for innovative development of enterprise. Importance of increasing the competitiveness of an enterprise through introducing the marketing of innovations has been proven. The basic principles, functions, and instrumentarium of formation of a mechanism for marketing innovations were considered. A mechanism for implementing the marketing innovations has been proposed that will provide enterprise to retain a sustainable competitive position in the long term. Prospect for further research in this direction will be defining a system of indicators to evaluate the efficiency of impact of marketing activities on the innovation activity of enterprise.

Keywords

• competitive advantage
• marketing innovations
• principles of marketing innovations
• stages of implementation of marketing innovations
• mechanism for marketing innovations