Abstract

In article the essence of innovative risk is considered. It is shown that one of its main components is marketing risk, namely risk that a new commodity or service will not find sufficient demand at the market. The method of innovations marketing risk quantitative estimation is offered, that allows scientifically to ground administrative decisions, directed on providing optimum correlation of the expected profit and risk.

Keywords: innovations, risk, marketing risks of innovations, quantitative estimation of risk, attitude toward risk

Cite as: Laburtseva, O. (2012). Management of innovations marketing risks. Marketing and Management of Innovations, 4, 15-22. https://doi.org/10.21272/mmi.2012.4-01

This work is licensed under a Creative Commons Attribution 4.0 International License

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