|
Bibliographic description (International):
|
Marynenko, N. & Synoverskyi, N. (2026) Marketing support for innovation processes at the enterprise: management aspect. Socio-Economic Problems and the State (electronic journal), Vol. 34, no. 1, pp. 173-192. URL: http://sepd.tntu.edu.ua/images/stories/pdf/2026/26mnyema.pdf
|
|
Abstract:
|
Theoretical and practical approaches to implementing marketing support for the development, launch and promotion of new products at the enterprise are investigated in the article. It is substantiated that in the modern conditions of a dynamic market environment, increased competition, changing consumer needs and the growing role of innovations, marketing support acquires special importance as an important tool for managing the innovative activities of the enterprise. It is proved that marketing cannot be considered only as a means of promoting finished products, since its functional purpose covers all stages of the innovation process: from identifying market needs, generating ideas and forming a concept for a new product to its testing, market launch, commercialization, promotion and further improvement. The study systematizes the main scientific approaches to interpreting the essence of marketing support for innovative activities, in particular, complex instrumental, market-oriented, strategic, digital, communication, information and analytical, marketing mix and management and integration approaches. It was found that each of them focuses on individual aspects of marketing support for innovations, but together they form a holistic vision of marketing support as a system of analytical, strategic, organizational, communication and digital tools aimed at reducing market risks and increasing the effectiveness of bringing new products to the market. The analysis made it possible to establish that the specifics of marketing support for new products significantly depend on the industry affiliation of the enterprise, the type of target market, the nature of consumer demand, the level of competition, the technological complexity of the product and the stage of its life cycle. For food industry enterprises, taste characteristics, accessibility, safety, trust in the brand and work with retail chains are decisive; for a pet food company – R&D, nutritional value, international certification and export marketing; for a woodworking company – B2B sales, technical reasoning, environmental friendliness, supply stability and long-term partnerships. Particular attention is paid to the role of marketing control and feedback systems, which ensure the assessment of the effectiveness of marketing activities, the identification of problematic aspects of the commercialization of new products and the timely adjustment of product, pricing, communication and marketing solutions. It is proven that effective marketing support contributes to sales growth, increased repeat purchases, increased brand recognition, expansion of sales channels, reduced complaints, strengthened export positions and increased profitability of enterprises. The results obtained confirm the feasibility of considering marketing support as a cross-cutting management function that integrates the innovative potential of the enterprise with real market needs and ensures the formation of sustainable competitive advantages.
|
|
References (International):
|
1. Komandrovska V. Ye., Mizyk V. V., Chernyshova T. V. (2023) Marketynhove zabezpechennia yak skladova kontseptsii innovatsiinoho rozvytku pidpryiemstva [Marketing support as a component of the concept of innovative development of the enterprise]. Ukrainskyi zhurnal prykladnoi ekonomiky ta tekhniky [Ukrainian Journal of Applied Economics and Technology]. Vol. 8. No. 2. 328–334 pp. DOI: https://doi.org/10.36887/2415-8453-2023-2-47 (in Ukrainian).
2. Kornienko T. O., Podzihun S. M., Pacheva N. O. (2023) Marketynhova stratehiia innovatsiinoho rozvytku pidpryiemstv [Marketing strategy of innovative development of enterprises]. Ekonomika ta suspilstvo [Economy and Society]. No. 53. DOI: https://doi.org/10.32782/2524-0072/2023-53-85 (accessed 2 February 2026) (in Ukrainian).
3. Ilchenko T. V. (2020) Rol marketynhovykh instrumentiv v innovatsiinomu rozvytku ahrarnykh pidpryiemstv [The role of marketing tools in the innovative development of agricultural enterprises]. Biznes Inform [Business Inform]. No. 10. 460–468 pp. DOI: https://doi.org/10.32983/2222-4459-2020-10-460-468 (in Ukrainian).
4. Kolomytseva O. V., Bokovnia A. O., Burtseva T. I. (2016) Vykorystannia marketynhovykh komunikatsiinykh tekhnolohii v innovatsiinomu rozvytku pidpryiemstv [The use of marketing communication technologies in the innovative development of enterprises]. Zbirnyk naukovykh prats Cherkaskoho derzhavnoho tekhnolohichnoho universytetu. Seriia: Ekonomichni nauky [Collection of Scientific Papers of the Cherkasy State Technological University. Series: Economic Sciences]. Vol. 2. No. 42. 5–13 pp. https://doi.org/10.24025/2306-4420.2.42.2016.120081 (in Ukrainian).
5. Sokolova L. V., Diuzhev V. H., Diuzhev O. H. (2024) Marketynhovi doslidzhennia u zabezpechenni innovatsiinoi aktyvnosti pidpryiemstv [Marketing research in ensuring the innovative activity of enterprises]. Polihrafichni, multymediini ta web-tekhnolohii. Innovatsii ta rozvytok: monohrafiia [Printing, Multimedia and Web Technologies. Innovations and Development: Monograph]. Kharkiv: TOV «Drukarnia Madryd». 190–215 pp.
6. Marchyshyn N. Ya. (2017) Formuvannia ta otsiniuvannia kompleksu innovatsiinoho marketynhu na pidpryiemstvi [Formation and evaluation of the innovative marketing complex at the enterprise]. Ekonomichnyi analiz: zb. nauk. prats / Ternopilskyi natsionalnyi ekonomichnyi universytet [Economic Analysis: Collection of Scientific Papers / Ternopil National Economic University]. Vol. 27. No. 4. 230–238 pp. DOI: https://doi.org/10.35774/econa2017.04.230 (in Ukrainian).
7. Prodius O. I., Adyrova T. I., Kovalchuk Yu. S. (2025) Upravlinnia marketynhovym zabezpechenniam innovatsiinoi diialnosti naukovykh ustanov v umovakh staloho rozvytku [Management of marketing support for innovative activity of scientific institutions in conditions of sustainable development]. Ekonomika ta suspilstvo [Economy and Society]. No. 75. DOI: https://doi.org/10.32782/2524-0072/2025-75-90 (accessed 3 February 2026) (in Ukrainian).
8. Bahorka M. O., Yakubenko Yu. L. (2025) Protses rozrobky i vprovadzhennia ekolohichno spriamovanykh innovatsii ta marketynhovykh innovatsiinykh pidkhodiv v diialnist ahrarnykh pidpryiemstv [The process of development and implementation of environmentally friendly innovations and marketing innovative approaches into the activities of agricultural enterprises]. Stalyi rozvytok ekonomiky [Sustainable Development of Economy]. No. 1(52). 327–334 pp. DOI: https://doi.org/10.32782/2308-1988/2025-52-45 (in Ukrainian).
9. Ofitsiinyi sait PrAT «TerA» [Official website of PrAT «TerA»]. URL: https://tera.ua/ (accessed 4 February 2026).
10. Ofitsiinyi sait TOV «Pyvovarnia «Opillia» [Official website of LLC «Brewery «Opillia»]. URL: https://opillia.com/ (accessed 7 February 2026).
11. Ofitsiinyi sait PrAT «Ternopilskyi molokozavod» [Official website of PrAT «Ternopil Dairy Plant»]. URL: https://www.molokija.com/ (accessed 10 February 2026).
12. Ofitsiinyi sait TOV «Kormotech» [Official website of LLC «Kormotech»]. URL: https://kormotech.com/uk (accessed 14 February 2026).
13. Ofitsiinyi sait TOV «Uniplyt» [Official website of LLC «Uniplyt»]. URL: https://uniplyt.com.ua/ (accessed 20 February 2026).
14. Vizytna kartka pidpryiemstva TOV «Uniplyt» [Business card of the enterprise LLC «Uniplyt»]. URL: https://aweu.org.ua/members/uniplyt/ (accessed 20 February 2026).
15. Ofitsiinyi sait TOV «Opillia Engineering» [Official website of LLC «Opillia Engineering»]. URL: https://opillia.tech/about/ (accessed 7 February 2026).
16. Vasiutkina N. V., Volobuiev H. S. (2017) Zasady marketynhoho zabezpechennia innovatsiinoho rozvytku pidpryiemstv [Principles of marketing support for the innovative development of enterprises]. Molodyi vchenyi [Young Scientist]. No. 6 (46). 394–399 pp.
17. Karpenko V. L. (2019) Imanentni oznaky innovatsii u marketynhu yak osnova yikh konkurentospromozhnosti [Immanent features of innovations in marketing as the basis of their competitiveness]. Visnyk Khmelnytskoho natsionalnoho universytetu [Bulletin of Khmelnytskyi National University]. No. 5. 128–137 pp. DOI: https://doi.org/10.31891/2307-5740-2019-274-5-128-137 (in Ukrainian).
18. Derkach O. H. (2022) Tsyfrovyi instrumentarii marketynhoho zabezpechennia rozrobky ta vyvedennia novoi produktsii na spozhyvchyi rynok [Digital toolkit for marketing support of new product development and launch into the consumer market]. Review of Transport Economics and Management. No. 7(23). 200–207 pp. https://doi.org/10.15802/rtem2022/268842.
19. Spasova D. (2025) Yak stvoriuiutsia novi produkty «vid idei do polytsi» Molokiia [How new products are created «from idea to shelf» in Molokiia]. URL: https://www.ffdu.com.ua/2025/10/09/iak-stvoriuiutsia-novi-produkty-vid-idei-do-polytsi-v-molokiia/ (accessed 10 February 2026) (in Ukrainian).
20. Shot M. (2026) Innovatsii moloku tezh potribni [Milk needs innovation too]. URL: https://ukurier.gov.ua/uk/articles/innovaciyi-moloku-tezh-potribni/ (accessed 11 February 2026).
21. Innovatsii vid «Molokiia». Molokiia vypustyla yohurty zi smakom kvitiv ta fruktiv (2026) [Innovations from «Molokiia». Molokiia released yogurts flavored with flowers and fruits]. URL: https://trademaster.ua/news/37152 (accessed 11 February 2026).
22. Kubyshyna N. S., Stasevych A. P. (2017) Rozroblennia modeli vyvedennia novoho tovaru TM «Molokiia Kazkova» na spozhyvchyi rynok [Development of a model for bringing a new product of TM «Molokiia Kazkova» into the consumer market]. Ekonomichnyi visnyk NTUU. Kyivskyi politekhnichnyi instytut [Economic Bulletin of NTUU. Kyiv Polytechnic Institute]. No. 14. URL: https://ev.fmm.kpi.ua/article/view/108744/103690 (accessed 12 February 2026) (in Ukrainian).
23. Zhyttievi syly na zhyttia: Molokiia zminiuie uiavlennia pro molochni produkty (2026) [Vital forces for life: Molokiia changes the perception of dairy products]. URL: https://rau.ua/news/zhittievi-sili-na-zhittja-molokija/ (accessed 12 February 2026).
24. Yak ternopilske «Opillia» peretvorylo modernizatsiiu na stratehichnu perevahu (2026) [How Ternopil «Opillia» turned modernization into a strategic advantage]. Napoi, tekhnolohii ta innovatsii [Drinks, Technologies and Innovations]. URL: https://techdrinks.info/pyvovarnya-shho-stvoryla-inzhenernu-systemu/ (accessed 10 March 2026).
25. «My pishly tsikavym shliakhom», – chomu, yak i dlia koho «Opillia» zapuskaie novyi format spravzhnoho (2023) [«We went an interesting way» – why, how and for whom «Opillia» launches a new format of the real]. URL: https://forbes.ua/company/mi-pishli-tsikavim-shlyakhom-chomu-yak-i-dlya-kogo-opillya-zapuskae-noviy-format-spravzhnogo-24072023-14953 (accessed 10 March 2026).
26. Innovatsii Kormotech u chasy kryzy: transformatsiia lohistyky vykhodyt na pershyi plan v umovakh voiennoho stanu (2026) [Kormotech innovations in times of crisis: logistics transformation comes to the fore under martial law]. URL: https://trademaster.ua/articles/313823 (accessed 14 February 2026).
27. E2 – Kormotech – Biznes z turbotoiu pro khvostatykh – uroky viiny (2026) [E2 – Kormotech – Business with care for pets – lessons of war]. URL: https://podcasts.nv.ua/episode/19263.html (accessed 15 February 2026).
28. Prasad A. (2025) Kormotech pochav budivnytstvo novoho zavodu v Lytvi vartistiu €60 mln [Kormotech started construction of a new plant in Lithuania worth €60 million]. URL: https://forbes.ua/news/kormotech-pochav-budivnitstvo-novogo-zavodu-v-litvi-vartistyu-60-mln-06022025-26945 (accessed 15 February 2026).
29. Nevytracheni miliony. Yak ukrainski pidpryiemstva zmenshuiut zalezhnist vid rosiiskoho hazu (2026) [Unspent millions. How Ukrainian enterprises reduce dependence on russian gas]. URL: https://euneighbourseast.eu/uk/news/stories/nevytracheni-miljony-yak-ukrayinski-pidpryyemstva-zmenshuyut-zalezhnist-vid-rosijskogo-gazu/ (accessed 16 February 2026).
30. Gorgania (Horhaniia) – nova torhova marka materynskoho brendu TOV «Uniplyt» (2026) [Gorgania – a new trademark of the parent brand of LLC «Uniplyt»]. URL: https://gorgania.com.ua/about?srsltid=AfmBOopA0bzOekyrBMmNGUsEmb5KwRaturoQbaVoq6-7HiJG8soabVPZ (accessed 21 February 2026).
|
| 
