MARKETING STRATEGY FOR COMMERCIALIZATION OF INNOVATIVE TECHNOLOGY: «AUTOMATED VEHICLE TIRE MONITORING AND INFLATION SYSTEM»

Abstract

The purpose of the article is to develop a conceptual approach to the formation of an adaptive marketing strategy for the commercialization of innovative systems for monitoring and maintaining tire pressure and a mechanism for its practical implementation, which, based on the theory of resistance to innovation (IRT) and ESG principles, allows minimizing market risks and overcoming barriers to consumer resistance.

A matrix of barriers to the perception of the automated tire monitoring and inflation system (ATMS) has been developed based on the theory of resistance to innovation with the definition of vectors of preventive marketing influence for B2B and B2C segments, which allowed to differentiate the tools of the 4P marketing mix depending on the nature of consumer resistance, transform the identified barriers from deterrent factors into strategic guidelines of the value proposition and ensure a legally correct and psychologically justified introduction of a high-tech development to the market. A matrix for transforming the technical parameters of the ATMS into indicators of the ESG-effectiveness of the marketing strategy has been developed, which allows converting purely engineering characteristics of the innovation into verified non-financial metrics of the sustainable development of a logistics enterprise and forming an evidentiary basis for combating greenwashing. A matrix of differentiation of the marketing mix (4P) of the commercialization strategy of the ASMNSh was developed, which allowed for the formation of a flexible architecture of market positioning for the innovation, the synchronization of its internal technological potential with the changing market environment, and the development of an applied toolkit for point-by-point overcoming of consumer resistance. A structural and functional model of the marketing support mechanism for the implementation of the commercialization strategy of the innovative technology of the ASMNSh was proposed based on ESG, which allowed visualizing the architecture of the relationships between the analytical, technological, compliance-marketing, and risk components of this process and forming a constantly operating anti-crisis barrier (system of preventive actions) for bringing the development to the market.

The prospects for further research in this direction include the empirical testing of the developed mechanism in enterprises in the transport and logistics sector and the digitalization of preventive marketing tools.