E3S Web of Conferences (Jan 2023)
Methodology of marketing research of market niches of innovative products
Abstract
The strategic uncertainty of the implementation of innovative products actualizes the need for marketing research. Marketing research is aimed at studying the behavior of all participants of the industrial ecosystem. The purpose of this work is the formation of marketing innovation potential, which will contribute to improving the effectiveness of marketing innovation. Based on the concept of strategic marketing and ecosystem approach, the directions of marketing innovation implementation are determined.