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BUSINESS INFORM №5-2017

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49

Section: Management and Marketing
UDC 658.657.424
Kuznetsova T. V., Sipailo L. G.
The Mechanism of Influence of the Marketing of Innovations on the Competitive Advantages of Enterprise (p. 293 - 299)

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.
Fig.: 2. Bibl.: 12.

Kuznetsova Tatyana V. – Candidate of Sciences (Economics), Professor, Professor, Department of Enterprise Economics, National University of Water and Environmental Engineering (11 Soborna Str., Rivne, 33028, Ukraine)
Email: [email protected]
Sipailo Leonid G. – Candidate of Sciences (Economics), Associate Professor, Department of Business Economy, National University of Water and Environmental Engineering (11 Soborna Str., Rivne, 33028, Ukraine)
Email: [email protected]

Article is written in Ukrainian
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Reference to this article:
Kuznetsova, Tatyana V., and Sipailo, Leonid G. (2017) “The Mechanism of Influence of the Marketing of Innovations on the Competitive Advantages of Enterprise.” Business Inform 5:293–299.


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