The commercialization instruments of innovations: empirical research on FMCG market

The research objective is in definition of the main tools participating in process of commercialization of grocery and marketing on the basis of expansion and deepening of the existing theory and methodology of commercialization, and also development of recommendations to improvement of tools that w...

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Autores principales:	E. V. Arsenova, O. N. Pankova
Formato:	article
Lenguaje:	RU
Publicado:	Real Economics Publishing House 2018
Materias:	goods of daily demand commercialization of innovations fmcg market marketing innovations grocery innovations Risk in industry. Risk management HD61
Acceso en línea:	https://doaj.org/article/bc54c2fb82434d6f8afe0a9be95edcab
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spelling	oai:doaj.org-article:bc54c2fb82434d6f8afe0a9be95edcab2021-11-19T10:41:59ZThe commercialization instruments of innovations: empirical research on FMCG market2618-947X2618-998410.17747/2078-8886-2017-6-42-51https://doaj.org/article/bc54c2fb82434d6f8afe0a9be95edcab2018-02-01T00:00:00Zhttps://www.jsdrm.ru/jour/article/view/732https://doaj.org/toc/2618-947Xhttps://doaj.org/toc/2618-9984The research objective is in definition of the main tools participating in process of commercialization of grocery and marketing on the basis of expansion and deepening of the existing theory and methodology of commercialization, and also development of recommendations to improvement of tools that will promote finally to increase of efficiency of process of acceptance of a novelty by the market. Research is conducted on the basis of two-stage methodology including at the first stage carrying out questioning among the employees occupied in the course of commercialization in the large companies FMCG of the market, and at the second stage a case - research of two - players of the Russian market of juice. Confirmation of the made hypothesis that in most cases the innovations put on the market, can be considered grocery that is explainable that such innovations are capable to give to consumers essentially new advantages is result of research. The interrelation between stages of commercialization and the tools applied during this period is also confirmed. In the analysis of separate tools the tools informing the consumer on new products showed the greatest importance. Among them the special importance is played by TV advertizing. Practical application of results consists in identification tools for each of stages of commercialization of innovations the FMCG companies, and also those from them which play a paramount role on each of stages are defined.E. V. ArsenovaO. N. PankovaReal Economics Publishing House articlegoods of daily demandcommercialization of innovationsfmcg marketmarketing innovationsgrocery innovationsRisk in industry. Risk managementHD61RU Strategičeskie Rešeniâ i Risk-Menedžment, Vol 0, Iss 6, Pp 42-51 (2018)
institution	DOAJ
collection	DOAJ
language	RU
topic	goods of daily demand commercialization of innovations fmcg market marketing innovations grocery innovations Risk in industry. Risk management HD61
spellingShingle	goods of daily demand commercialization of innovations fmcg market marketing innovations grocery innovations Risk in industry. Risk management HD61 E. V. Arsenova O. N. Pankova The commercialization instruments of innovations: empirical research on FMCG market
description	The research objective is in definition of the main tools participating in process of commercialization of grocery and marketing on the basis of expansion and deepening of the existing theory and methodology of commercialization, and also development of recommendations to improvement of tools that will promote finally to increase of efficiency of process of acceptance of a novelty by the market. Research is conducted on the basis of two-stage methodology including at the first stage carrying out questioning among the employees occupied in the course of commercialization in the large companies FMCG of the market, and at the second stage a case - research of two - players of the Russian market of juice. Confirmation of the made hypothesis that in most cases the innovations put on the market, can be considered grocery that is explainable that such innovations are capable to give to consumers essentially new advantages is result of research. The interrelation between stages of commercialization and the tools applied during this period is also confirmed. In the analysis of separate tools the tools informing the consumer on new products showed the greatest importance. Among them the special importance is played by TV advertizing. Practical application of results consists in identification tools for each of stages of commercialization of innovations the FMCG companies, and also those from them which play a paramount role on each of stages are defined.
format	article
author	E. V. Arsenova O. N. Pankova
author_facet	E. V. Arsenova O. N. Pankova
author_sort	E. V. Arsenova
title	The commercialization instruments of innovations: empirical research on FMCG market
title_short	The commercialization instruments of innovations: empirical research on FMCG market
title_full	The commercialization instruments of innovations: empirical research on FMCG market
title_fullStr	The commercialization instruments of innovations: empirical research on FMCG market
title_full_unstemmed	The commercialization instruments of innovations: empirical research on FMCG market
title_sort	commercialization instruments of innovations: empirical research on fmcg market
publisher	Real Economics Publishing House
publishDate	2018
url	https://doaj.org/article/bc54c2fb82434d6f8afe0a9be95edcab
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The commercialization instruments of innovations: empirical research on FMCG market

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