ASPECTS OF MARKETING, LOGISTICS AND RESOURCE PROVISION OF THE PRODUCTION OF INNOVATIVE PRODUCTS
DOI:
https://doi.org/10.31891/mdes/2023-8-3Keywords:
enterprise management, innovative activity, innovative products, production program, resource provision, marketing, logisticsAbstract
The study updates the issue of effective management of the production of innovative products from the standpoint of its marketing, the formation of a logistics system, as well as resource support for the processes of preparation, production, and sales.
The purpose of the study is to improve the methodological and applied principles of marketing, logistics and resource support for the production of innovative products.
Interrelationships and interdependencies in the triad of functional subsystems of the enterprise are determined, namely - (1) marketing, (2) logistics, (3) resource provision and it is concluded that everything depends on marketing. The principles of marketing policy, logistics and the formation of resource provision of innovatively active industrial enterprises are identified and characterized. A scheme of the marketing and logistics management process at industrial enterprises has been developed. An algorithm of measures to research the demand for innovative products of industrial enterprises has been developed. The goals that should be achieved by innovatively active industrial enterprises during the formation of their effective sales policy are determined. The characteristics of the assortment plans of logistics of innovatively active industrial enterprises are defined and substantiated.
The scientific novelty of the research results lies in the further development of the methodology of planning and coordination of marketing parameters, logistics and resource support for the production of innovative products by industrial enterprises.
The practical significance of the research results is that a well-developed marketing and logistics policy will enable innovatively active industrial enterprises to realize a larger volume of products; for this, it is necessary to correctly form the process of studying the demand for products and its forecasting.
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