The analysis of enterprises' product innovative potential management

Economic Annals-XXI: Volume 126, Issue 1-2(2), Pages: 14-17

Citation information:
Orlov, V. (2013). The analysis of enterprises’ product innovative potential management. Economic Annals-XXI, 1-2(2), 14-17. https://ea21journal.world/index.php/ea-v126-04/

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Volodymyr Orlov
PhD Student,
Donetsk National University of Economics and Trade named after Mykhaylo Tugan-Baranovsky, Ukraine
orlov_vladimir_v@mail.ru

The analysis of enterprises’ product innovative potential management

Abstract. The purpose of the article is to analyze the present state and problems of product innovation potential management of enterprises, to develop an evaluation model of the product innovation potential management activity and effectiveness of the enterprise. Methodology. The author analyzes the product innovative potential management. The models of activity and effectiveness estimation of product innovative potential management of enterprise are offered. The matrix of product innovative potential management effectiveness of enterprise is worked out. Findings. The model of activity estimation of product innovative potential management of enterprise provides for the innovation activity level determination of the resource, marketing, functional and management units of the company product innovative potential. The analysis showed that enterprises of cluster D have high activity level of product innovative potential management (2,39 points of max 3,00 points), enterprises of clusters S and M have medium activity level (2,22 and 1,96 points, respectively). The model of effectiveness estimation of product innovative potential management of enterprise provides for the innovation effectiveness level determination of the resource, marketing, functional and management units of the company product innovative potential. The analysis showed that enterprises of clusters P and S have high effectiveness level of product innovative potential management (2,73 and 2,42 points, respectively), enterprises of cluster M have medium effectiveness level (2,03 points).

Keywords: Product Innovative Potential; Innovations in the Marketing Product Policy; Innovation Effectiveness

JEL Classification: L81; M31; O31

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