MARKETING TOOL FOR EVALUATING THE VALUE OF THE PRODACT IN TNE PRACTICE OF PROJECT MANAGEMENT

Authors

  • Тамара Владимировна Дзюба University of Economics and Law "CRIC" str. Camp, 30-32, Kiev, Ukraine, 03113, Ukraine
  • Елена Борисовна Данченко University of Economics and Law "CRIC" str. Camp, 30-32, Kiev, Ukraine, 03113, Ukraine

DOI:

https://doi.org/10.15587/1729-4061.2013.6604

Keywords:

risk assessment, market risks, the value of the product of the project, multiattributive product model.

Abstract

During the financial crisis, creating a successful commercial product is not a pleasant surprise, but the result of a comprehensive and systematic analysis and monitoring of marketing risks leading to a failure to achieve planned business results and as a consequence, the failure to achieve the objectives of the project stakeholders.

Marketing risks of innovative projects can be reduced or minimized by the project of creating a product that best meet the expectations of the ultimate consumer.

This paper discusses the application of the concept multi attributive model to estimate the value of the goods of the product of the project in terms of the end user. Using this model allows testing of an innovative product to its market launch. Testing phase is well implemented in IT-projects, but in real projects in the consumer sector is often ignored. The result of this approach is the increasing marketing project risks.

This article proves, that the most important and critical in innovative projects can be considered - a marketing risk "of creating a product with a low perceived value."

In order to prevent the occurrence of such risks, the authors proposed the usage of the concept model multi attributive product that allows you to see through the eyes of the consumer product innovation. This approach can be used in the development of consumer and industrial products.

Author Biographies

Тамара Владимировна Дзюба, University of Economics and Law "CRIC" str. Camp, 30-32, Kiev, Ukraine, 03113

Degree seekers, Senior Lecturer

Department of Business Administration and Project Management

Елена Борисовна Данченко, University of Economics and Law "CRIC" str. Camp, 30-32, Kiev, Ukraine, 03113

PhD, Associate Professor

Department of Business Administration and Project Management

References

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  2. Мазур І.І., Шапіро В.Д. і ін. Управління проектами/ Довідковий посібник/ під ред. Мазур І.І., Шапіро В.Д. - М.: Вища школа, 2001- 875с.
  3. Оценка и анализ маркетингових рисков [Электронный ресурс].- Режим доступа: http://www.phlygnikova.ru/Surnalnie-publikazii/Ozenka-market-riskov/index.html.
  4. Использование маркетинговых инструментов идентификации ценностей в проектах: матеріалі конференции [Третя міжнародна науково-практична конференція «Виклики та потреби бізнесу ХХIстоліття»]. – Киев, 2012 г.
  5. Ламбен Жан-Жак. Стратегический маркетинг. Европейская перспектива / Жан-Жак Ламбен. – 3 изд.-СПб.: Наука, 1996. – 589 с. – (Пер. с франц.).

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Published

2013-02-10

How to Cite

Дзюба, Т. В., & Данченко, Е. Б. (2013). MARKETING TOOL FOR EVALUATING THE VALUE OF THE PRODACT IN TNE PRACTICE OF PROJECT MANAGEMENT. Eastern-European Journal of Enterprise Technologies, 1(10(61), 197–199. https://doi.org/10.15587/1729-4061.2013.6604

Issue

Vol. 1 No. 10(61) (2013): Integrated strategic management, project management and software development companies and territories

Section

Integrated strategic management, project management and software development companies and territorial

License

Copyright (c) 2014 Тамара Владимировна Дзюба, Елена Борисовна Данченко

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