MARKETING AS A DRIVER OF SUCCESSFUL MARKET INTRODUCTION OF INNOVATIVE PRODUCTS IN A TRANSFORMING NATIONAL ECONOMY
DOI:
https://doi.org/10.54613/ku.v8i8.800Keywords:
Marketing, innovation marketing, marketing efficiency, success factors of a new product, the market of innovative products, innovation marketing, transformation of the economy.Abstract
The innovative renewal of the world economy and the transition to a new knowledge-based economy are the main drivers of social development in modern society. This paradigm shift towards a postindustrial society has elevated enterprises producing innovative products to becoming key players in this new economy. However, there is a high risk associated with launching innovative products on the market, with around a third of new products failing and leading to losses rather than profits. Therefore, marketing support for the creation of new products is vital for companies in this space. This article explores the significance of marketing research in introducing innovative products to the market, the factors influencing the success of new products, the market for innovative products, and features of marketing innovation.
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