Abstract

The aim of the article. The aim of the article is theoretical justification and improvement of approaches to marketing testing of ecological innovative production in the stages of innovative cycle, and the sequence of decision-making procedures on its readiness to entry into the market by results of testing. The results of the analysis. Launch of the ecological innovative products on the market and providing its passage through the stages of the innovative cycle requires continuous and high-quality information and analytical support. This support can be reached as a result of marketing testing procedures. The analysis of the existing evolutionary approaches to marketing testing procedure allowed finding out that they are not deprived disadvantages. Separate theoretical and methodological aspects of marketing testing of innovative products are analyzed in the scientific literature. But issues of marketing testing of ecological innovations and introduction of the given procedure at early stages of an innovative cycle are insufficiently investigated. Author’s definition of marketing testing concept is reduced to complex process of a choice, an assessment and selection of a subject of the marketing approbation which is carried out at each stage of product development, for stage-by-stage and general definition of progress level of innovative production in the market, and also for the analysis of its readiness degree to entry the market. As a subject of approbation can be used: directions of innovative development of the enterprise, sources of ideas, ideas, concepts, prototypes of new products and their market attributes, and also marketing strategy as a whole. The types of testing taking place at each stage of an innovative cycle of development of goods are allocated in research. Problems (tasks) that procedure of marketing testing solves are researched and methodological approaches to its implementation are suggested. Marketing testing is a complex procedure and simultaneously is carried out at all stages of the innovative cycle. A scientific and methodical approach for decision-making about the readiness of ecological innovative products to market launch and completion of work on marketing testing procedure is proposed. The evaluation of marketing testing results should be carried out the complex indicator including the following elementary indicators: environmental friendliness, novelty, competitiveness of ecological innovative product, potential of innovative development of innovative process’ subjects, level of innovative risks of innovative process’ subjects. Possible and sufficient values of marketing testing indicators are given in the research. Element indicators of marketing testing results are offered to be counted on functional dependence. The calculation of marketing testing indicators should be performed on all stages of the process of creating new products: it is caused by the product development duration, specifics of the market of ecologically focused innovative goods and services and necessity for continuous monitoring of values of these indicators. The complex indicator of marketing testing results is offered to be counted at three levels of representation the ecological innovative production: idea, concept and prototype. The scheme of marketing testing complex indicator formation is offered. For calculation of a complex indicator of marketing testing a matrix form which provides convenience and transparency in interpretation of results of marketing testing is offered. Conclusions and directions of further researches. As a result, the procedure of marketing testing the market gets a promising idea that eventually materialized into innovative environmental products that have high chances of success. A prospect of further researches in this direction lies in calculation of economic effect of implementation of marketing testing procedure in practical activities of the enterprises that release the ecological innovative production.  

Keywords: ecological innovative product, marketing testing, ecological compatibility, risk, potential, novelty, competitiveness, indicators

JEL Classification: M31, O31, Q57.

Cite as: Nagornyi Ye. & Kasianenko, T. (2013). The improvement of approaches to marketing testing of ecological innovative products in the stages of innovative cycle. Marketing and Management of Innovations, 4, 291-303. https://doi.org/10.21272/mmi.2013.4-28

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

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