BRINGING INNOVATION PRODUCTS ONTO EXTERNAL MARKET: AN EMPIRICAL ANALYSIS OF MEDICAL DEVICES INDUSTRY

Abstract

The article is aimed at defining effective methods to manage promotion of high-tech products onto foreign markets, on basis of medical equipment market research. Key trends for development of medical equipment market in foreign countries are defined, which are consolidation of small laboratories and scientific centers in net associations, and offering personified products and diagnostic systems for individual usage. Features of algorithm of entering foreign markets are presented. In context of recommendations for bringing innovation high-tech products onto external markets, it is necessary to hold preliminary monitoring of local and foreign analogues on target market, to offer complex decisions, to organize conjoint enterprises for products promotion, and to form public-private partnership in long-term perspective.

Keywords

• high-tech innovation products
• innovation management
• entering external markets