Управління маркетинговими ризиками комерціалізації радикальних інновацій на етапі формування первинного попиту

Abstract

Розроблено методичні засади управління ризиками комерціалізації радикальних інновацій на етапі формування первинного попиту. Розкрито їх сутність і спонукальні причини прояву. Запропоновано підходи до зниження рівня ідентифікованих ризиків: підвищення рівня споживчої готовності цільових споживачів –для ризику несприйняття інновацій; удосконалення системи мотивації чи коригування складу суб’єктів інноваційного процесу –для ризику інноваційної неготовності.The aim of the article.The purpose of the article is the development and scientific substantiation of an approach to the analysis and formalized management based on its results of the marketing risks of commercialization of radical innovations associated with the formation of primary demand.Analysis results.The marketing risks of commercialization of radical innovations are determined: the risk of non-acceptance of innovations by consumers; the risk of consumers being unprepared for innovation. Their essence and motivating reasons for their manifestation are revealed, respectively: a low state of consumer readiness in relation to a radical innovation that has no close analogues; the level of innovation culture of target consumers (subjects of the innovation process as a whole), which restrainstheir willingness to perceive and use radical innovations. Approaches to determining the level of selected marketing risks of commercialization of radical innovations have been developed, the basis of these approaches is the analysis of selected variants of the ratio of the degree of radicalization of changes for target consumers (subjects of the innovation process as a whole) and the motivating reasons for the risk. Approaches to reducing the level of identified risks are proposed: increasing the level ofconsumer readiness of target consumers -for the risk of non-acceptance of innovations; improvement of the motivation system or adjustment of the composition of the subjects of the innovation process -for the risk of innovative unreadiness. The author's version of the scenario approach is proposed to increase the accuracy of quantitative and qualitative assessment of marketing risks of commercialization of radical innovations in unstable conditions of the external micro-and macro-environment. The methodical principles of managing the risks of commercialization of radical innovations at the stage of primary demand formation have been developed using formalized procedures.