Developing a new product development & launch process. Case: pharmaceutical market

Projects on development and a conclusion of new products to the market remain one of the most demanded in practice of the modern companies. In case of their successful realization the companies manage to increase significantly a market share, to attract new consumers, to raise level of the innovativ...

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Autor principal:	D. N. Savin
Formato:	article
Lenguaje:	RU
Publicado:	Real Economics Publishing House 2018
Materias:	innovations development conclusion to the market new product pharmaceutical market commercialization research of consumers Risk in industry. Risk management HD61
Acceso en línea:	https://doaj.org/article/34c4bb20863449fe9d2528ecabb2120f
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spelling	oai:doaj.org-article:34c4bb20863449fe9d2528ecabb2120f2021-11-19T10:42:00ZDeveloping a new product development & launch process. Case: pharmaceutical market2618-947X2618-998410.17747/2078-8886-2018-2-50-61https://doaj.org/article/34c4bb20863449fe9d2528ecabb2120f2018-07-01T00:00:00Zhttps://www.jsdrm.ru/jour/article/view/771https://doaj.org/toc/2618-947Xhttps://doaj.org/toc/2618-9984Projects on development and a conclusion of new products to the market remain one of the most demanded in practice of the modern companies. In case of their successful realization the companies manage to increase significantly a market share, to attract new consumers, to raise level of the innovative activity, and also to improve financial performance. At the same time a fact of common knowledge is the high share of unsuccessful projects in the field of a conclusion of new products to the market, especially it is characteristic for pharmaceutical branch. Therefore, the purpose of this article is identification of the main channels of obtaining information by the consumer about innovative products, and; definition of the factors having impact on consumers at a choice of new products in the pharmaceutical market. As a result of research it is revealed that two components belong to factors of success of an innovative product: technical, defining high usefulness of an innovative product, and marketing, considering criteria of a choice of goods of consumers. In work it is shown that the majority of consumers as B2B, and B2C of segments during making decision on purchase rely on such source of information as the Internet. Thus, effective communication with potential consumers on the Internet will be one of major factors of success of start of a new product. Following the results of the conducted research it was defined that the main factors allocating an innovative pharmaceutical product are completeness of information on it, and also high level of client support. In this connection, for satisfaction of requirements, it is offered to start a hotel independent platform of support of start of an innovative product which will include: full information on properties of a product; all necessary technical documentation, and also the section devoted to support of potential clients. Practical realization of results of the conducted research is shown on the example of development of strategy of advance innovative BIOCAD company products.D. N. SavinReal Economics Publishing House articleinnovationsdevelopmentconclusion to the marketnew productpharmaceutical marketcommercializationresearch of consumersRisk in industry. Risk managementHD61RU Strategičeskie Rešeniâ i Risk-Menedžment, Vol 0, Iss 2, Pp 50-61 (2018)
institution	DOAJ
collection	DOAJ
language	RU
topic	innovations development conclusion to the market new product pharmaceutical market commercialization research of consumers Risk in industry. Risk management HD61
spellingShingle	innovations development conclusion to the market new product pharmaceutical market commercialization research of consumers Risk in industry. Risk management HD61 D. N. Savin Developing a new product development & launch process. Case: pharmaceutical market
description	Projects on development and a conclusion of new products to the market remain one of the most demanded in practice of the modern companies. In case of their successful realization the companies manage to increase significantly a market share, to attract new consumers, to raise level of the innovative activity, and also to improve financial performance. At the same time a fact of common knowledge is the high share of unsuccessful projects in the field of a conclusion of new products to the market, especially it is characteristic for pharmaceutical branch. Therefore, the purpose of this article is identification of the main channels of obtaining information by the consumer about innovative products, and; definition of the factors having impact on consumers at a choice of new products in the pharmaceutical market. As a result of research it is revealed that two components belong to factors of success of an innovative product: technical, defining high usefulness of an innovative product, and marketing, considering criteria of a choice of goods of consumers. In work it is shown that the majority of consumers as B2B, and B2C of segments during making decision on purchase rely on such source of information as the Internet. Thus, effective communication with potential consumers on the Internet will be one of major factors of success of start of a new product. Following the results of the conducted research it was defined that the main factors allocating an innovative pharmaceutical product are completeness of information on it, and also high level of client support. In this connection, for satisfaction of requirements, it is offered to start a hotel independent platform of support of start of an innovative product which will include: full information on properties of a product; all necessary technical documentation, and also the section devoted to support of potential clients. Practical realization of results of the conducted research is shown on the example of development of strategy of advance innovative BIOCAD company products.
format	article
author	D. N. Savin
author_facet	D. N. Savin
author_sort	D. N. Savin
title	Developing a new product development & launch process. Case: pharmaceutical market
title_short	Developing a new product development & launch process. Case: pharmaceutical market
title_full	Developing a new product development & launch process. Case: pharmaceutical market
title_fullStr	Developing a new product development & launch process. Case: pharmaceutical market
title_full_unstemmed	Developing a new product development & launch process. Case: pharmaceutical market
title_sort	developing a new product development & launch process. case: pharmaceutical market
publisher	Real Economics Publishing House
publishDate	2018
url	https://doaj.org/article/34c4bb20863449fe9d2528ecabb2120f
work_keys_str_mv	AT dnsavin developinganewproductdevelopmentlaunchprocesscasepharmaceuticalmarket
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Developing a new product development & launch process. Case: pharmaceutical market

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