BazEkon - The Main Library of the Cracow University of Economics

BazEkon home page

Main menu

Larina Yaroslava (National University of Life and Environmental Sciences of Ukraine, Ukraine)
Innovation and marketing strategies of enterprises on the innovative food products market
Annals of Marketing Management & Economics, 2017, vol. 3, nr 1, s. 33-47, tab., wykr., bibliogr. 18 poz.
Artykuły spożywcze, Marketing, Strategia innowacyjna, Nowe produkty
Foodstuffs, Marketing, Innovation strategy, New products
JEL Classification: M31, O32, O33
The purpose of the present paper is to identify the particular use of marketing strategies for innovative products and to define the features thereof. Innovative food products can be defined as those made of unconventional materials, with the use of the latest technologies and new methods of processing and storage, and/or innovative tools of marketing promotion. In the paper I show that innovative strategy is a leading functional strategy of high-tech enterprises. It involves producing a comprehensive set of measures for improving technological aspects of the production process, changes in the company's organisational structure, and the implementation of modern management technologies. The strategy requires companies to act consistently, which allows them to position themselves in the market. A change in strategy is a response to changing external conditions. Innovative food products belong to the FMCG market, which is characterised by tough competition and oversupply. Forming effective strategies, creating successful brands and profitable business activity in this market requires an approach tailored to this market. Strategies of leading brands in the FMCG sector include seeking out prospects in emerging markets, acquiring leaders in profitable and attractive segments and forming alliances with competitors.(original abstract)
Full text
  1. Akmayeva R., 2009. Innovative Management, Feniks, Rostov na Donu.
  2. Cooper R., 2011. Winning at New Products: Creating Value Through Innovation, Basic Books.
  3. Fathutdinov R.A.., 1998. Innovative Management, Intel-Syntez, Moscow.
  4. Illiashenko S.M., PROKOPENKO O.V., 2003. Formation of the Market of Environmental Innovations, Economic Foundations Management, Vydavnytstvo SumDU, Sumy.
  5. Kovtun O., 2013. Innovative Strategies of Enterprises: Theoretical and Methodological Foundations, Economics of Ukraine 4 (617), 44-56.
  6. Krikovtseva N., 2011. Marketing Differentiators for Innovation and Their Implementation in Forming Enterprise Strategy, Marketing And Management of innovations 4, Part 1, 185-189.
  7. Larina Y.S., 2008. Formation and Mechanisms for the Implementation of Marketing Strategies in the Agro-Food Subcomplex of Agrarian Business, Press of Ukraine, Kyiv.
  8. Mocherny S.V., Larina Y.S., Ustenko A.A., Yurii S.I., 2005. Economic encyclopedic dictionary, World, Lviv.
  9. Pavlenko I.A., 2006. Economics and organisation of innovative activity, KNEU, Kyiv.
  10. Prosvirina A., 2015. FMCG Branding. Strategies of leading brands, retrieved from [accessed: 17.02.2017].
  11. Rafinejad D., 2007. Innovation, Product Development and Commercialization: Case Studies and Key Practices for Market Leadership, J. Ross Publishing.
  12. Sandberg B., 2008. Managing and Marketing Radical Innovations: Marketing New Technology, Routledge, New York.
  13. Schumpeter J.A., 2011. The theory of economic development: an inquiry into profits, capital,credit, interest and the business cycle, Ɇɨhyla Academy Publishing, Kyiv.
  14. Simahina G., Naumenko N., 2015. Innovations in Food Technology, Products and Markets 1, 189-201.
  15. Twiss C.B., 1986. Managing Technological Innovation, Prentice Hall, Upper Saddle River.
  16. WWW 1. Reports of State Statistics Committee of Ukraine, retrieved from druk/publicat/kat_u/publnauka_u.htm] [accessed: 17.02.2017].
  17. Zabolots'kyj b.f., 2007. Economics and the Organization of Innovation, Novyj Svit 2000, Lviv, Ukraine.
Cited by
Share on Facebook Share on Twitter Share on Google+ Share on Pinterest Share on LinkedIn Wyślij znajomemu