CONCEPTUAL ASPECTS OF MARKETING READINESS LEVEL ASSESSMENT MODEL

Abstract

The article provides the author’s view on knowledge and information conversion process aimed at bringing out competitive innovations. Besides, in this paper we shall present the main types of modern expert and test methods related to technological innovations development and implementation process management, as well as high-tech innovative projects implementation risk reduction. It is noted that success of innovative activities now largely depends on the well-organized marketing activities due to the increased exactingness of potential customers, and to the problem of overchoice. By analogy with the well-known method of technology readiness level assessment, a conceptually new approach of marketing readiness level assessment for technological innovations is hereby developed and proposed. Each of the proposed readiness levels is given a benchmark and a description. Provided that if the approach to marketing readiness level assessment proposed in the article is skillfully applied, it can help reduce the risks of innovation process and technological entrepreneurship, make positive contribution to the overall success of development and introduction of advanced breakthrough technologies. It is concluded that involvement of potential customers into technological innovation production process is necessary at relatively early marketing readiness levels.