BUSINESS INFORM №1-2017

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Section: Management and Marketing
UDC 339.13.024
Reshetnyak O. I., Krasnolutsky V. I.
The Organizational-Economic Foundations of the Market Launch of a New Product (p. 326 - 331)
The article is aimed at developing the organizational-economic model for the market launch of a new product. In order to reduce the risks of failure of the market launch of a new article, it is necessary to simulate the decision-making process, which will provide the optimized choice of a new product, as well as strategy and tactics of the product marketing. The article clarifies the concept of the organizational-economic mechanism for the market launch of a new product. In the basis of development of production innovations lies the search for new ideas. The most promising methods for searching ideas currently are: the method based on the morphological analysis, the SCAMPER method, and application of the conception of design thinking in the search for the creative ideas. The authors have proposed an organizational-economic model for the market launch of a new product, which would provide: creation of the organizational-economic conditions for the formation of development of new products in order to diversify the directions of activity of enterprises; stimulating the development of new products of enterprise; reducing the risks associated with the development and market launch of the new products; attracting the additional investment to finance the new developments; adapting the new product to the market conditions.
Keywords: organizational-economic mechanism, launch of a new product, product innovation, methods for generating ideas, risk, diversification
Fig.: 2. Tabl.: 1. Bibl.: 10.

Reshetnyak Olena I. – Doctor of Sciences (Economics), Associate Professor, Head of, Sector of Industrial Policy and Innovative Development of the Department of Industrial Policy and Energy Security, Research Centre for Industrial Problems of Development of NAS of Ukraine (2 floor 1-a Inzhenernyi Ln., Kharkiv, 61166, Ukraine)
Email: [email protected]
Krasnolutsky Vitaly I. – Masters Student, Kharkiv University of Humanities «People’s Ukrainian Academy» (27 Lermontovska Str., Kharkіv, 61000, Ukraine)
Email: [email protected]

Article is written in Russian
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Reference to this article:
Reshetnyak, Olena I., and Krasnolutsky, Vitaly I. (2017) “The Organizational-Economic Foundations of the Market Launch of a New Product.” Business Inform 1:326–331.

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