3.4 Competitive advantages of the innovative product.

Most progressive innovations is the real embodiment in the creation of knowledge-based and competitive products, which is one of the important results of innovation. Competition forces the entrepreneur to constantly find new kinds of products and services, improve product quality and expand its range of products, reduce production costs, respond quickly to changing consumer desires. At the same time, competition in the field of innovation - a kind of contest of creative solutions scientific, technical, socio-economic and other important issues.

Competition in innovation has the following features:

• competition - the main factor of the susceptibility of the enterprise in technical innovations;

• competition contributes to the fact that entrepreneurs are trying to master the high quality products at market prices in order to retain customers;

• competition encourages the use of the most effective ways of production;

• competition is forcing entrepreneurs constantly seek and find new products and services that consumers need and can meet the needs of the market.

The whole system of factors of competitiveness of innovative firms can be divided into two main groups.

The first group includes the parameters of the environment, affecting the competitiveness of the company, but are outside the scope of its direct effect (external factors).

The second group consists of the factors of competitive advantage of the firm. In this group of internal factors include the various aspects of the market activity of innovative firms, as well as parameters reflecting the use of internal resources.

Maximum capacity of competitive advantage is possible if:

• the company has a new advanced technology,

• a firm is experiencing considerable interest on the part of consumers,

• set up the optimal channels in the promotion of goods,

• There is a significant demand,

• the absence of intense competition, etc.

The most successful implementation of the strategy based on competitive advantages by creating innovative monopoly, since it is this helps to create the best for the firm's competitive situation. On oligopolistic market impact on the competitive advantage for the buyer and provide the reaction behavior of competitors. The most difficult to retain a competitive advantage in the markets of perfect competition. Such competition is characterized by the presence of a large group of vendors, opposing a large group of buyers. Products in this market are interchangeable, and the prices are determined solely by supply and demand. Companies denied even the slightest possibility to dictate its terms, have a low potential impact on the market and are characterized by virtually complete absence of market power.

3.5. "Fronting" of the market in innovative business.

Fronting the market or fronting (from the English. Front - «go") - an operation to capture the market of another business entity or foreign market.

Fronting the market related to the solution of a set of analytical and operational tasks.

Export marketing research - the study of the feasibility of their new products in foreign markets.

Export marketing research in the field of innovation means finding potential buyers abroad.

Method and time-to-innovation to foreign markets depends on the situation on the market. There are two methods of entry:

1 own business, that is, their own individual actions of the seller;

2 joint ventures, ie the seller's actions in collaboration with local vendors.

3.6. Strategic innovative marketing.

The logic of development of innovative firms leads to a shift of focus from operational tactical planning on a strategic level, the level of the formation of a new type of management - marketing innovation. Innovative marketing in the modern sense is a unity of strategies, business philosophy, functions and procedures of the company's management. In industrialized countries, the marketing concept of the company takes pride of place for decades.

strategic and operational components.

The main objective of the strategic marketing innovation is to develop a strategy to market penetration of innovations. Therefore, the basis for strategic marketing research lays the market analysis and the subsequent development of market segments, the organization and the formation of demand, modeling the behavior of the buyer.

Strategic marketing is defined innovative market segmentation, product positioning. The key point is to study the marketing strategy and forecasting the demand for a new product, based on a thorough study of consumer perception of innovation. At the head of Strategic Studies of the innovative project must determine: what products, what is the quality and how it will offer to consumers. Therefore, strategic marketing is focused on workers in close contact marketing and social services enterprise with a customer (questionnaire, telephone survey, representative samples, etc.).